In which countries do social norms spread more rapidly?

There is a new piece of interest in Technology Review, here is one excerpt:

Psychologists have always assumed that patterns of behavior change more quickly in countries that emphasize collectivism. Once an idea has taken hold, the pressure to conform means it spreads rapidly. “It has previously been argued that social support mechanisms in collectivistic societies make it more likely that a person will stop smoking,” say Lang and co.

And conversely, in countries that emphasize individualism, patterns of behavior must change more slowly because there is less social pressure to conform.

The puzzle is that the data on smoking shows exactly the reverse. Sweden was much slower to adopt smoking and much slower to stop.

Now Lang and co think they know why. They’ve created a mathematical model that includes the effects of social pressure allowing them to simulate the way behavior spreads through societies with different levels of individualism.

The model reveals why Sweden stopped smoking more slowly. “Our model suggests that … social inertia will inhibit decisions to stop smoking more strongly in collectivistic societies than in individualistic societies,” say Lang and co.

The original research, by Lang, Abrams, and De Sterck is here.  Their results do not rest on Sweden alone, but for the record I consider the Swedes to be relatively individualistic by most metrics, most of all when it comes to atomization.


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