Descriptive Norms and Norm Innovations: Implications for Theorizing Level of Analysis

Morris and Liu’s (2015) article about norm innovation in the special issue of the Journal of Cross-Cultural Psychology ( JCCP ) about descriptive norms adds theoretical substance (Leung, 1989; Peterson & Barreto, 2014; Triandis & Suh, 2002) to studies that statistically compare measures at different levels of analysis(e.g., Fischer, Vauclair, Fontaine, & Schwartz, 2010). It also helps explain why societal subgroups still allow larger societies, like countries, enough coherence for scholars to construct meaningful societal culture dimensions. In this commentary, we discuss the difference between individual and societal logics and its implication for norm emergence.