BACKGROUND: Nigeria\'s Maternal, newborn, and child health and nutrition (MNCH+N) outcomes rank among the world\'s poorest. Engaging traditional and religious leaders shows promise in promoting related behaviors. The Breakthrough ACTION/Nigeria project worked with leaders in northern Nigeria to implement the Advocacy Core Group (ACG) model, a social and behavior change (SBC) approach aimed at influencing community norms and promoting uptake of MNCH+N behaviors. Qualitative assessment of the model contributes to evidence on SBC approaches for enhancing integrated health behaviors.
METHODS: This qualitative study was conducted in Nigeria\'s Bauchi and Sokoto states in May 2021. It involved 51 in-depth interviews and 24 focus group discussions. The study was grounded in the social norms exploration (SNE) technique to examine normative factors influencing behavior change within the ACG model context. Data analysis used a reflexive thematic analysis approach. Ethical approvals were received from all involved institutions and informed consent was obtained from participants.
RESULTS: The ACG model was vital in the uptake of MNCH+N behaviors. The influence of ACG members varied geographically with greater impact observed in Sokoto State. Normative barriers to improving MNCH+N outcomes included perceived religious conflicts with family planning, preference for traditional care in pregnancy, misinformation on exclusive breastfeeding (EBF), and gender-based violence resulting from women\'s decision-making. The study demonstrated positive progress in norm shifting, but EBF and GBV norms showed slower changes. Broader challenges within the health system, such as inadequate services, negative attitudes of healthcare providers, and workforce shortages, hindered access to care.
CONCLUSIONS: The ACG model increased awareness of health issues and contributed to potential normative shifts. However, slower changes were observed for EBF and GBV norms and broad health system challenges were reported. The model appears to be a promising strategy to further drive SBC for better health outcomes, especially where it is combined with supply-side interventions.

Social norms and financial incentives are both known to shape the decisions people make about prosocial actions. This paper reviews the financial incentives in normative systems (FINS) model, which integrates theories of social norms from communication, social psychology, and behavioral economics to predict relationships among incentives, norms, and behaviors. It addresses how incentives can affect norms and how they change the effects of norms on behaviors. The model shows how strategic communication (framing) of social norms and incentives can shape the way people respond to incentives, minimizing unwanted outcomes and even enhancing the effectiveness of behavioral incentive payments. These insights can guide hypothesis testing and application to real-world use of incentives for behavior change.

Models of indirect reciprocity study how social norms promote cooperation. In these models, cooperative individuals build up a positive reputation, which in turn helps them in their future interactions. The exact reputational benefits of cooperation depend on the norm in place, which may change over time. Previous research focused on the stability of social norms. Much less is known about how social norms initially evolve when competing with many others. A comprehensive evolutionary analysis, however, has been difficult. Even among the comparably simple space of so-called third-order norms, there are thousands of possibilities, each one inducing its own reputation dynamics. To address this challenge, we use large-scale computer simulations. We study the reputation dynamics of each third-order norm and all evolutionary transitions between them. In contrast to established work with only a handful of norms, we find that cooperation is hard to maintain in well-mixed populations. However, within group-structured populations, cooperation can emerge. The most successful norm in our simulations is particularly simple. It regards cooperation as universally positive, and defection as usually negative-unless defection takes the form of justified punishment. This research sheds light on the complex interplay of social norms, their induced reputation dynamics, and population structure.

Traditionally, sensitivity to situational norms is understood as deriving from internal cognitive states that represent the rules for appropriate conduct. On an alternative view, norms are \'out there\', in the practices and situations themselves, without being duplicated in the head. However, what does normativity look like when it is performed by people engaging with a concrete situation? A \'behaviour setting\' offers a window onto these dynamics. This article presents an observational case study of normative coordination within a behaviour setting. Immersed in a scientific laboratory setting, the observations show how the normative demands of the overall behaviour setting can give shape to various places of action, or \'synomorphs\', which invite the participants\' activities. Responding to the different needs of each synomorph, in turn, maintains the behaviour setting. What connects these two reciprocal timescales of activity are the situationally sensitive activities of the participants. We end with several examples that bring such sensitivity to the interdependence of the norms of a behaviour setting to the fore. This article is part of the theme issue \'People, places, things, and communities: expanding behaviour settings theory in the twenty-first century\'.

Behaviour settings are sociocultural places defined by three main ecological aspects: the affordances of material structures, typical patterns of skilful action and socially situated norms. These aspects explain the observed regularities of human behaviour associated with the material characteristics of places. However, the focus of ecological theories on how individual agents attune their actions to the pre-established order of behaviour settings neglects the agents\' active role in sustaining or motivating transformations in this order. We therefore propose an alternative enactive approach to behaviour settings that accounts for the role of agents as active supporters and transformers of behaviour settings. Based on the enactive concepts of agency, normativity and dialectics, we argue that agents, as participants of behaviour settings, simultaneously respond to multiple normative dimensions (e.g. biological, sensorimotor and interactive). To sustain the order of behaviour settings, agents sometimes need to inhibit other normative responses of their bodies, which sometimes is detrimental to one or many aspects of their lives. Nonetheless, agents can collectively trigger the transformation of behaviour settings. This transformation can occur dialectically as tensions between two or more norms to which human bodies respond are resolved, even if new tensions arise and the process of changing behaviour setting continues. This article is part of the theme issue \'People, places, things and communities: expanding behaviour settings theory in the twenty-first century\'.

Injunctive social norms are societal standards for how people are expected to behave. When individuals transgress these norms, they face social sanctions for their behavior. These sanctions can take many forms ranging from verbal or non-verbal reactions and from disapproval to ostracism. We review the stable characteristics and situational variables that affect a bystander\'s tendency to enact social sanctions against someone who violates an injunctive social norm. Stable characteristics include the bystander\'s extraversion, altruism, the belief that others can change their behavior, and their cultural background. Situational factors include the extent to which the violated norm implicates the bystander, the social hierarchies among the bystander and transgressor, the presence of additional bystanders, and (when applicable) the bystander\'s relationship to the victim of the norm violation. We also discuss the costs that a bystander can incur by attempting to enact social sanctions. We conclude with a discussion of the application of social sanctions to enforce pro-social social norms.

The world is grappling with emerging, urgent, large-scale problems, such as climate change, pollution, biodiversity loss, and pandemics, which demand immediate and coordinated action. Social processes like conformity and social norms can either help maintain behaviors (e.g. cooperation in groups) or drive rapid societal change (e.g. rapid rooftop solar uptake), even without comprehensive policy measures. While the role of individual heterogeneity in such processes is well studied, there is limited work on the expression of individuals\' preferences and the role of anticonformists-individuals who value acting differently from others-especially in dynamic environments. We introduce anticonformists into a game-theoretical collective decision-making framework that includes a complex network of agents with heterogeneous preferences about two alternative options. We study how anticonformists\' presence changes the population\'s ability to express evolving personal preferences. We find that anticonformists facilitate the expression of preferences, even when they diverge from prevailing norms, breaking the \"spiral of silence\" whereby individuals do not act on their preferences when they believe others disapprove. Centrally placed anticonformists reduce by five-fold the number of anticonformists needed for a population to express its preferences. In dynamic environments where a previously unpopular choice becomes preferred, anticonformists catalyze social tipping and reduce the \"cultural lag,\" even beyond the role of committed minorities-that is, individuals with a commitment to a specific cause. This research highlights the role of dissenting voices in shaping collective behavior, including their potential to catalyze the adoption of new technologies as they become favorable and to enrich democracy by facilitating the expression of views.

Skin cancer ranks as the most prevalent cancer in the United States. Over the past two decades, the incidence of melanoma, the deadliest form of skin cancer, among Hispanics has risen by 20%. Melanoma mortality rates are higher in Hispanics than in non-Hispanic Whites (NHW). Early detection of melanoma via skin self-examination may lead to diagnosis of melanoma at an earlier stage, when they are thinner, less invasive, and more easily treatable, resulting in improved survival rates. Given the gap in research addressing culturally relevant factors related to skin cancer prevention and detection among Hispanics and informed by the Preventive Health Model, this study tested the associations between social and normative factors and self-efficacy with thorough skin self-examination (TSSE) intentions and queried participants about their preferences for skin cancer-related interventions. Among respondents (n = 79), 55.7% were female (n = 44), and 89.9% held a college or higher degree (n = 71). Self-efficacy fully mediated the effects of descriptive norms, injunctive norms, and provider-patient communication on TSSE intentions among Hispanics. On average, respondents demonstrated considerable interest in participating in a skin cancer-related behavioral intervention using a mobile application (75.6%) and/or using WhatsApp (71.8%). These preliminary findings provide new insights for development of future digital skin cancer intervention programs among Hispanics targeting social factors, including social norms and provider-patient communication, and utilizing preferred digital tools.

Exploring the evolutionary mechanisms of cooperation in societies where reputational consensus cannot be assumed, as in divided societies, is important for understanding the basic principles of human behavior in modern societies. Indirect reciprocity provides a major explanatory mechanism, but most studies have focused on how donors, i.e., one who decides whether to donate (cooperate or help) to a recipient or do nothing, are assessed. It is natural to think that there is no consensus among assessors in our society, and there is no reason to update only donor assessments when updating assessments. We constructed an agent-based model that enables updating of both donors\' and recipients\' images. Our exhaustive simulations showed that the well analyzed assessment rules updating donors\' images are only second best to an assessment rule updating bad images in most likely for maintaining cooperative regimes. Such a social norm that prioritizes a positive assessment is considered tolerant, which is also consistent with previous studies arguing that tolerant evaluation is important in private-assessment schemes.

This research tested whether institutional change impacts policy support and attitudes toward the social groups impacted by policy change. Study 1 demonstrated across a variety of topics that, when a hypothetical state legislature banned (vs. affirmed) a practice (e.g., allowing companies to implement mandatory anti-racism training), participants perceived less support for the policy and more negative attitudes toward the group impacted (e.g., Black Americans). Study 2, a longitudinal study, investigated the short- and long-term impact of real-world policy change-the U.S. Supreme Court\'s Dobbs v. Jackson Women\'s Health Organization ruling that gave states the right to restrict access to abortion. Although the ruling did not produce lasting change in personal support for abortion restriction, it did lead participants to perceive more support for traditional gender roles and to personally endorse traditional gender attitudes more strongly. These results demonstrate the power of institutional policies to influence individually held intergroup attitudes.