What to do with social norms? Exploring the relation between a social norm and actual behavior

This study investigates the normative framework and the experienced reality of a social norm to enable effective policymaking, which improves the financial situation of the underserved in Eastern Province, Zambia. Social norms are becoming increasingly part of social science research, but working with social norms is not straightforward. This thesis contributes to this field of knowledge by giving in-depth qualitative knowledge of how a social norm influences people in rural Zambia. A previously conducted quantitative research revealed tensions between the desire for individual control over money and social and personal norms prohibiting secrecy, advocating the communal over personal interests. During a fieldwork period of ten weeks, seven group and twenty-two individual interviews were conducted. The group interviews show the content of the social norm and how salient it is in the communities where the interviews were conducted. The individual interviews shed light on how a social...Show moreThis study investigates the normative framework and the experienced reality of a social norm to enable effective policymaking, which improves the financial situation of the underserved in Eastern Province, Zambia. Social norms are becoming increasingly part of social science research, but working with social norms is not straightforward. This thesis contributes to this field of knowledge by giving in-depth qualitative knowledge of how a social norm influences people in rural Zambia. A previously conducted quantitative research revealed tensions between the desire for individual control over money and social and personal norms prohibiting secrecy, advocating the communal over personal interests. During a fieldwork period of ten weeks, seven group and twenty-two individual interviews were conducted. The group interviews show the content of the social norm and how salient it is in the communities where the interviews were conducted. The individual interviews shed light on how a social norm and its behavioral prescriptions are personally experienced. The main conclusion is that it is context-dependent on how social norms influence people's behavior choices, and this differs with time and personal circumstances. The behavioral prescriptions of the social norm prohibiting saving in secret do not guide all community members' actual behavior all the time. Some people sporadically elude or violate the norm secretly, while others do it openly, and again others never transgress. This norm is dynamically and flexibly interpreted depending on people's living situations. Effective policies should include this variety of households and living situations to improve the financial situation of the underserved.Show less

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What to do with social norms? Exploring the relation between a social norm and actual behavior