Counterproductive norms are group norms that prevent a group, organization, or other collective entities from performing or accomplishing its originally stated function by working oppositely to how they were initially intended. Group norms are typically enforced to facilitate group survival, to make group member behaviour predictable, to help avoid embarrassing interpersonal interactions, or to clarify distinctive aspects of the group’s identity. Counterproductive norms exist despite the fact that they cause opposite outcomes of the intended prosocial functions.
Group norms are informal rules and standards that guide and regulate the behaviour of a group’s members. These norms may be implicit or explicit and are intended to provide information on appropriate behaviour for group members in particular social situations. Thus, counterproductive norms instead illicit inappropriate behaviour from group members. Group norms are not predetermined but rather arise out of social interactions. These norms can have powerful influence over group behaviour. Norms may arise due to critical events in a group’s history that established a precedent, as a result of primacy (the first emergent behaviour that sets group expectations), or from carry-over behaviours from past situations. Groups establish these norms based on specific group values and goals and may establish sanctions in response to deviation from these norms. Such sanctions are typically applied in the form of social exclusion or disapproval. Counterproductive norms also typically consist of these attributes but the intention behind their activation is usually not prosocial and is instead opposite to their original function.
Mechanisms of counterproductive norms
Social proof
Counterproductive norms manifest in part because of the principle of social proof. Social proof is what happens when we learn what is correct by referring to the views of others. This is especially true in unclear or ambiguous situations. When people infer the appropriate behavior from the descriptive norm, they are looking to the behaviors of others to try and figure out the most effective course of action. This might be a cognitive “short-cut" to determining most effective action, as the functional perspective of normative production might suggest. Counterproductive norms can be created by looking to the behavior of others.
Normative influence
Both descriptive norms and injunctive norms are used in normative communications. If used incorrectly, they can create counter productive norms. Descriptive norms describe what constitutes a normal behavior in a given context. They are often referred to as the “is" norms, because they depict things as they actually are. Injunctive norms describe whether a given action is considered acceptable. They are called the “ought" norms" because they constitute what should be. The descriptive norm is very powerful. The way that communications are phrased actually has a big impact on the effectiveness of the message. If that phrasing is used incorrectly, it follows that a counterproductive norm can develop.
Norm transmission
Norms may only exist in the context of a group. In other words, social norms do not exist with an independent individual. Norms may be transmitted deliberately by group members instructing others members on acceptable behaviour. They may also be transmitted passively through observation of others and their behaviours which are deemed acceptable by the group. Counterproductive norms are perpetuated by the same mechanisms but differ from group norms in terms of their outcomes.
Theoretical perspectives
Two different perspectives give explanations for the formation and existence of group norms and counterproductive group norms.
The Societal-Value Perspective suggests that norms are arbitrary rules that exist as a result of cultural value or reinforcement. This theory states that a norm’s power depends on the value it represents to the culture. Social norms evolve out of behaviours that repeatedly occur and are reinforced. Thus, the strength of norms and counterproductive norms depend on various group dynamics. Because they evolve out of social interaction, one factor of norm strength is the available opportunities for group members to communicate. The strongest norms are those that are important to the group. As well, strength depends on the cohesiveness and unity of the group.