What makes unwritten rules work? A framework for understanding normative influence.

社会主要受到规范的规范，这些规范是不成文的、非正式的适当行为规则。政府、宗教和文化团体，甚至家庭都可以积极开展运动，改变人们的行为标准或规范。然而，人们往往忽视了规范的信息。作为一个例子，澳大利亚的儿童肥胖率持续增长，尽管在这个问题上开展了多年的运动。有时，规范性运动甚至会增加他们试图解决的问题。例如，一些研究表明，以禁毒信息为目标的儿童更有可能滥用药物。这项研究测试了规范性运动失败的原因，以及如何解决这个问题。

Societies are regulated primarily by norms, which are unwritten, informal rules for appropriate behaviour. Governments, religious and cultural groups, and even families can all actively campaign to change people's standards or norms for behaviour. However, often people ignore the normative messages. As one example, child obesity rates in Australia continue to grow, despite years of campaigns on this issue. Sometimes normative campaigns can even increase the problems they're trying to solve. For example, some research shows children targeted with anti-drug messages are more likely to abuse drugs. This research tests why normative campaigns fail, and how to solve the problem.