Social norms are such powerful drivers of human behavior that people conform to social
norms even when they would prefer to violate them or when conforming is not in their
personal material interest. Researchers have theorized that in these cases, people conform
to avoid the social and psychological costs of deviance (eg, guilt, self-deprecation,
punishment). Notwithstanding the possible costs, people do decide to violate norms. We
conducted two randomized experiments (N= 3,499) to explore the behavioral and …