Despite deep differences in their theoretical approaches ...

• cours - matière potentielle : achievement

The False Enforcement of Unpopular Norms* Robb Willer University of California, Berkeley Ko Kuwabara Columbia University & Michael W. Macy Cornell University * Contact Robb Willer at Department of Sociology, University of California, Berkeley, CA 94720. E-Mail: . We would like to thank the members of Cornell's Laboratory Experimental Group for contributions to earlier versions of this paper, and the National Science Foundation for supporting this research, grant numbers SES0241657, 0602212, and 0405352.

• need for social approval
• genuine support for the norm
• utilitarian view
• informational influence rests on the need for accuracy
• disproportionate influence on the future direction
• use of suicide drills
• social pressure
• norms
• group members
• group of members