In many communities, there is a shared sense that if someone disses you, it is pretty normal to react by punching them. But academia is not like that. In academia, if someone disses your research, it would be considered wildly abnormal to react by punching them. This shared understanding then has a very large impact on behavior. If you understand how academia works, you almost certainly will not react to someone who disses your research by punching them. This is an example of the power of norms.
One common view about the power of norms is that they operate by having an impact on people’s beliefs. For example, one might think that people observe that academics never never punch each other and therefore conclude that punching people is bad (or that punching people would lead to negative social consequences, or some other belief of this sort). I don’t think that this is the right way to understand the power of norms, and I want to sketch a very different approach.
To begin with, let’s note an obvious but deeply important fact about how people make decisions. Typically, when we face a choice, there are an enormous number of possible options, but we only consider a small subset of these options. For example, suppose someone points out a problem in my research, and I am trying to figure out how to respond. Perhaps I would consider three possible options: address the issue by doing further empirical work, or by doing further computational work, or just don’t do anything. As for all other possible options, I simply would not think about them at all. Take the possible of trying to learn some organic chemistry in the hopes that this will give me a valuable insight into the problem. Most likely, this option just would not occur to me.
Now let’s note a second key fact. When it comes to the options that people don’t consider, people might not form any belief about whether those options are good or bad. Thus, suppose someone says: “I notice that he did not respond to this problem by learning organic chemistry. Is that because he believes that learning organic chemistry wouldn’t be a good way to address it?” The correct answer would be: “No! He hasn’t formed any beliefs at all about whether learning organic chemistry would be a good way to address this problem. The whole possibility has not occurred to him.”
This is where we see the power of norms. When an option violates a norm, people tend not to think about it all. (For experimental evidence, see this paper.) So if there is a norm in academia that you can’t respond to disses by punching people, the usual upshot would be that people who are dissed just don’t even consider the possibility of responding to disses with punches. The whole idea just never occurs to them. My point is that this is the power of norms: they completely transform our lives by having an impact on which possibilities occur to us and which do not.
This phenomenon is not a matter of existing norms leading people to conclude that certain options are bad. It is something much more fundamental. Indeed, if someone does form the belief that a particular option is bad, this would show that the norm was not exerting the sort of power one might have expected it to have. Consider an academic who thinks: “Well, there are clear disadvantages to punching this person.” The very fact that an academic is thinking this at all should make us think that the norm does not have the kind of grip on them we would expect it to have.
So let’s distinguish the ways that norms can impact beliefs vs. the ways that norms can truly have a power over you and transform your whole way of thinking about life. To begin with, it’s clear that norms can indeed change your beliefs. If I ask you what you think about responding to a particular academic criticism by starting a fistfight, you might think about that option and go through a process in which you infer something from the fact that you never observe anyone performing this behavior. But this is not an example of the power of norms! On the contrary, it is an example of a case in which norms are not able to exert their full power. When we are truly in the grip of a norm, it’s not just that the norm impacts what we think of an option – it’s that it impacts which options we even think of at all.