From one mind to many: the emerging science of cultural norms.

Cultural norms permeate human existence. They shape our view of reality and the evolution of culture. In this review, we discuss the benefits of a cultural science that studies norms as well as values, and review research on (a) whether cultural norms are distinctly human, (b) when people will follow cultural norms, and (c) what factors shape the content and strength of cultural norms. We argue that studying cultural norms represents a critical cross-disciplinary, multi-level approach that is ideal for both understanding culture and tapping its potential for positive change.