Changing contexts, shifting norms & shaping behaviors Insights from behavioral economics

This thesis examines how small changes in context influence social norms and behavior. Using experimental studies, it shows how framing, sanctions, and social roles shape cooperation and enforcement across different settings.
Chapter 1 lays the theoretical foundation, introducing the concepts of context, social norms, and behavior. It explains how framing effects shape perceptions of situations and distinguishes between the coordination and conformity aspects of norms, setting the stage for the empirical analyses.
Chapter 2 explores framing effects through monetary penalties in a modified dictator game. Two penalties with equivalent monetary costs—a fee paid before the target behavior and a fine paid afterward—are compared. The results reveal that fees reduce the target behavior more effectively than fines, due to heterogeneous responses: some participants improve their behavior, while others show a deterioration, or crowding-out effect. The analysis also demonstrates how penalties shift social norms, producing a nuanced message: “You should not do it, but if you do, you should make the most of it.”
Chapter 3 examines gender norms and discrimination in a modified sender–receiver game. It asks whether men and women are punished differently for identical misconduct and investigates the role of social norms and causal attributions. Participants expect men to misbehave more frequently, which leads to harsher punishment compared to women.
Chapter 4 analyzes the role of social roles in public good provision. Labeling one participant as a “leader” increases their contributions and shifts norms, affecting both the labeled individual and the group as a whole.
Ultimately, the thesis shows that even small changes in context alter how individuals perceive situations and shift the perceived norms associated with them. In turn, people adjust their behavior to conform with these norms, demonstrating the deep interconnectedness of context, norms, and behavior.