How Social Norms Matter Critical Reassessment of Coleman's Accounts

Jaehyuck Lee 한국사회학회 2008 韓國社會學 Vol.42 No.8

Three points are claimed: first, that norm cal be analyzed from a purely rational stance, and that the rational reductionist strategy is a better way to understand social norm. Second, contractual perspective is emphasized such that social norm belongs to a (set of) Nash equilibrium realized by individually rational strategies. Maximization over extended time periods (at the individual level) is rendered as the key factor from which the rational character of norm (at the social level) is derived. Third, social norm inherently conveys a degree of suboptimality because of the time consistency problem. And the sanctioning system and the nonnative nature of social norm will be reintelpreted in our conceptual framework. Each of these points will be discussed in detail both theoretically (by using well-defined game-theoretic concepts) and empirically (by relying on various real life examples) in subsequent sections.

Different impacts of normative influences on pro-environmental purchasing behavior explained by differences in individual characteristics

Jung-Min Ahn,Dong-Mo Koo,장흥섭 한국마케팅과학회 2012 마케팅과학연구 Vol.22 No.2

No previous studies have tried to investigate the individual differences which facilitate the translation of social norms into personal norms. In addition, explicit explanation has not been given in the relationship between personal norms and behavior. To fill these gaps in previous research traditions, the current study aims to investigate: (1) the relationships between social norms and personal norms, and between personal norms and behavior; (2) the moderating effect of self-esteem and social connectedness in the links between social norms and personal norms, and the moderating effect of the awareness of consequences and the perceived seriousness of the consequences in the links between personal norms and pro-environmental behavior. A structural model confirmed that social norms have a positive effect on personal norms, which have a positive impact on behavior. The results also confirmed that self-esteem and social connectedness have a positive moderating effect on the relationship between social norms and personal norms; the perceived seriousness of environmental problems has a positive moderating impact on the link from personal norms to pro-environmental behavior. Theoretical and practical implications are discussed in the conclusion.

국어 표준 화법의 현황과 개선 방안 ; 경어법이 표준 화법 실태와 개선 방안

구현정 ( Hyung Jung Koo ) 한국화법학회 2009 화법연구 Vol.0 No.15

표준 화법의 내용 가운데 경어법에 관한 부분은 문법적인 요소와 화용적인 요소, 어휘적인 요소를 모두 가지고 있어서 매우 복합적이다. 이 연구에서는 표준 화법의 경어법 실태를 살펴보고, 문제점을 찾고, 개선 방안을 모색하였다. 현행 표준 화법의 경어법은 가정에서의 경어법과 직장, 사회에서의 경어법으로 구성되어 있다. 여기에서 경어법과 공손법이라는 용어를 사용하고 있는데, 현재 규정된 경어법의 용어들은 학교 문법의 용어와도 다르고, 화용적인 공손과도 충돌되는 문제점을 가지고 있다. 또한 사회적 장면에 따라 규범을 지정해야 하는데, 현실적 상황의 변수들을 어떻게 세분화하여 어떤 정도까지 규범화할 것인가 하는 문제와, 어떤 세대, 계층, 지역의 사람들이 사용하는 것을 규범으로 삼을 것인가를 결정해야 하는 매우 어려운 과제를 가지고 있다. 이를 개선하기 위해 먼저 경어법이 갖는 화용적 특성을 고려하여 범언어적으로 일관성을 갖는 용어를 지정하는 것이 필요하며, 대화 수행의 영역이나 상대방과의 관계, 대화의 장면 들을 고려하여 사회적 장면을 구조화하고, 이에 적절한 공손 표현의 특성들이 기술되어야 하며, 그동안 문제가 되었던 압존법을 현실적으로 수용하는 방안이나 직접 높임과 간접 높임의 표준, 어휘적 경어법의 표준 등이 제시되어야 한다. Of many aspects of the standard oral communication skills, the norms governing honorification are particularly complex since they involve grammatical, pragmatic and lexical elements. This study aims at surveying the norms of honorificaion as represented in standard communication skills, identifying the problematic areas, and suggesting the means to redress the problems. The current norms of honorification comprise the use of respectful language at home, and at work and in society. In this regard, the norms make reference to such terms as kyengepep `norms governing honorificaion` and kongsonpep `norms governing politeness`, which, however, are not in consonance with the terminology used in school grammar. Furthermore, these notions can cause confusion with the commonly accepted notion of pragmatic politeness. The problems can be even more complicated because the norms should specify the applicable social scenes and, in so doing, the issue of how fine-grained the described social scenes should be is of immediate concern. The complication can be even more intensified since there are other social variables such as generation, social class, geographic region, etc. that must be taken into consideration in establishing the standards. It is suggested here that the norms honor the terminology already in use in school grammar, allowing for the grammatical characteristics of the norms, and seek consistency in using the terms of universal and cross-linguistic validity, allowing for the socio-pragmatic features of the norms. It is also suggested that the norms make use of the sets of systematically organized social scenes and situations and accordingly describe the appropriate norms for each described scene. In this context, it is also recommended that the norms review the often-debated honorification strategy by means of the third-party-abasement with reference to a person of relative social superiority, establish the standards for direct honorification and indirect honorification, and specify the standards for lexical means of honorification.

사회불안과 우울의 관계: 지각된 사회적 규준과 자기은폐의 조절된 매개효과

강초롱 ( Chorong Kang ),양재원 ( Jaewon Yang ) 사단법인 아시아문화학술원 2019 인문사회 21 Vol.10 No.5

본 연구는 사회불안과 우울의 관계에서 개인내적 변인과 사회적 규준을 함께 고려함으로써 통합적 이해를 돕고자 하였다. 서울, 경기도 소재의 대학생 및 대학원생 373명을 대상으로 사회불안, 우울, 자기은폐, 지각된 사회적 규준을 측정하는 설문지를 실시하였으며, 위계적 회귀분석을 통해 분석한 결과는 다음과 같다. 첫째, 자기은폐는 사회불안과 우울의 관계를 부분매개 한다. 둘째, 지각된 사회적규준 중 주의추구행동은 사회불안과 자기은폐의 관계를 조절한다. 셋째, 사회불안과 우울의 관계에서 지각된 사회적 규준과 자기은폐는 조절된 매개효과를 보인다. 즉, 사회불안 수준이 높더라도 주의추구 행동을 사회적 규준으로 덜 지각할수록 자기은폐 수준과 우울의 정도가 줄어든다는 것이다. 이 결과는 통합적 모델을 통해 사회불안과 우울의 관계에 대한 이해를 돕고, 치료적 제언을 제공할 수 있을 것으로 생각된다. The purpose of this study is to provide a comprehensive overview of the relationship between social anxiety and depression by considering the individual’s internal factors and social norms. Three hundred seventy three undergraduate and graduate students completed measures of social anxiety, depression, self-concealment, and perceived social norms, and the results of hierarchical regression analysis of the data are as follows. First, self-concealment partially mediates the relationship between social anxiety and depression. Second, among perceived social norms, attention-seeking behavior mediates the relationship between social anxiety and self-concealment. Third, perceived social norms and self-concealment moderately mediate the relationship between social anxiety and depression. In other words, even where there is a higher level of social anxiety, there may be lower levels of self-concealment and depression when attention-seeking behavior is less perceived as a social norm. The results of this study will aid in establishing a comprehensive model for understanding the relationship between social anxiety and depression and should provide the basis for therapeutic suggestions.

형법 제20조에 규정된 ‘사회상규에 위배되지 아니하는 행위’의 의미 및 다른 위법성조각사유와의 관계

박찬걸(Park, Chan-Keol) 한국형사법학회 2016 형사법연구 Vol.28 No.1

As laws tend to often change in accordance with the situation of times, circumstances precluding wrongfulness are continually urged to change likewise. And illegality is, by nature, not positioned against general law and order, so it can constitute a precluding circumstance even by extralegal perspective. Behaviors not violating social norms as such mean extralegal circumstances precluding wrongfulness that can be accepted besides regulations of law, and Korea's Criminal Code stands out from those of other countries in that such behaviors were stipulated by law and treated as a circumstance precluding wrongfulness. Circumstances precluding wrongfulness as stipulated by Clause 20 of Criminal Code have already drawn much attention of academic circles, accumulating vast research outcomes and as a result, spectrums of the relevant debates are extremely diverse indeed. And this study, in an attempt to understand specific meaning of 'Behaviors not violating social norms' focused on the debate contents of academics and trends of judicial precedents, firstly discusses relations between social reasonablity and social norms. Then, the study actively starts to establish the concept of social norms and basically seeks to induce unique functions of social norms from critical point of view against skepticism of social norms concept. Finally, the study examines relations between 'Behaviors not violating social norms' and other circumstances precluding wrongfulness. It firstly examines their relations as stipulated by Clause 21 and or 24 of Criminal Code, and then concludes the discussion by examining relations between behaviors not violating social norms and 'behaviors by ordinances or those by duty on work' as per Clause 20 of Criminal Code. 법률은 시대상황에 따라 수시로 변천하기 마련이기 때문에 위법성조각사유는 계속적으로 유동적인 상황에 처할 수밖에 없다. 즉 위법성조각사유는 법률의 규정에만 의존할 수가 없으며, 법률의 규정이 없는 경우에도 초법규적 위법성조각사유가 충분 히 인정될 수 있는 것이다. 또한 위법성이란 전체적인 법질서 내지 법적인 평가에 배치되지 아니하는 성질이기 때문에 초법규적으로도 조각사유를 상정할 수 있는데, 예를 들면 교사의 징계행위, 추정적 승낙에 의한 행위, 의무의 충돌 등이 그것이다. 이와 같이 사회상규에 위배되지 아니하는 행위는 법률의 규정 이외에 인정될 수 있는 초법규적 위법성조각사유를 의미하는데, 우리나라에서는 이를 입법화하여 법규적 위법성조각사유로 취급하는 점이 다른 나라와 구별되는 두드러진 특징이라고 하겠다. 형법 제20조에서 규정하고 있는 사회상규불위배행위와 관련하여서는 학계의 상당한 관심과 축적된 연구결과가 이미 선행되어 있는 분야라고 할 수 있으며, 그 논의의 스펙트럼 또한 실로 매우 다양하다고 할 수 있다. 이에 본고에서는 이러한 학 계의 논의 상황과 판례의 흐름을 중심으로 ‘사회상규에 위배되지 아니하는 행위’의 구체적인 의미를 파악하기 위하여 사회적 상당성과 사회상규의 관계에 대한 논의를 우선적으로 검토한다. 이후 본격적으로 사회상규의 개념에 대한 정립에 착수하기 되 는데, 기본적으로 사회상규 개념 회의론에 대한 비판적인 시각에서 사회상규 고유의 기능을 도출해 보고자 한다. 끝으로 ‘사회상규에 위배되지 아니하는 행위’와 다른 위법성조각사유와의 관계를 고찰해 보는데, 먼저 형법 제21조 내지 제24조에서 규정하고 있는 위법성조각사유와의 관계를 검토하고, 형법 제20조에서 규정하고 있는 ‘법령에 의한 행위 또는 업무로 인한 행위’와의 관계를 검토한 후 논의를 마무리하기로 한다.

규범-환경친화적 구매행동의 관계에 있어 개인특성이 미치는 조절적 영향

안정민,장흥섭,이지영,류영실 한국경영교육학회 2010 경영교육연구 Vol.64 No.-

The purpose of this study is to find out the moderating effects of individual characteristics in the relationship between norm and environment-friendly buying behavior. This study concentrate the buying behavior and moderating effects of individual characteristics. (Self-esteem, Social connectedness, Awareness of consequences, Perceived seriousness of environmental problems) The moderator enhances the strength of the relationship between social norm and personal norm, personal norm and behavior. The data from this study showed several clear, consistent, and theoretically important relationships. First, social norm have effect on personal norm. And personal norm have effect on environment-friendly buying behavior. Second, Self-esteem and Social connectedness have a moderating effects on the links between social norm and personal norm. Third, Awareness of consequences have a moderating effects on the links between personal norm and environment-friendly buying behavior. But Perceived seriousness of environmental problems haven't a moderating effects on the links between personal norm and environment-friendly buying behavior. 본 연구는 이타주의 행동 이론을 바탕으로 사회규범이 개인규범을 거쳐 환경친화적 제품구매 행동에 미치는 영향에 관해 연구하며 자아존중감, 사회적 유대감, 환경행동결과 중요성 인식, 환경문제 심각성 지각이 이들 사이에서 어떠한 조절적 역할을 하는지 알아보고자 하였다. 총 6개의 가설 중 환경행동결과 중요성 인식의 조절효과를 측정한 가설 5를 제외한 모든 가설이 채택되었다. 이를 바탕으로 효과적인 마케팅 전략을 실시한다면 소비자들의 환경친화적인 구매행동을 촉진하는데 도움이 될 것이라고 생각한다.

여대생의 여행에 대한 사회적 규범이 개인의 자아존중감과 자아개발감에 미치는 영향

최인묵 한국관광연구학회 2023 관광연구저널 Vol.37 No.8

In order to determine the effect of the psychosocial construct on psychological drivers of individual travel behavior, this study examined the effect and size of travel social norms on self-esteem and self-development. Through this, the possibility of social norms impacting an individual's self-identity was verified. The subjects were female college students, and within the group, a wide range of social level expectations and agreements related to travel behavior were defined as social norms. To this end, from September to October 2, 2023, a questionnaire was administered using convenience sampling to K Women's University students, with 189 copies used for the final analysis. As a result of the study, it was concluded that the social norms of female college students' travel affected their self-identity. In particular, the effect on self-esteem was relatively greater than that on self-development. Additionally, it was found that individual self-esteem significantly impacted self-development and functioned as a leading variable. In conclusion, it was found that travel social norms in the female college student group became a psychological driver that affected individual behavior and related to the psychological structure of travel as social pressure with which to conform. The implication of this study is that it can aid in understanding the social psychological structure of travel; moreover, the social norm and self-development scales of travel used in the measurement are useful as a means. It also proposes the necessity of a normative approach to creating a desirable travel culture.

사회규범 이론의 형법적 의의

이현준 ( Hyun Jun Yi ) 안암법학회 2012 안암 법학 Vol.0 No.39

Besides law, there are also other constraints regulating human behavior, namely norm, market and architecture. Each constraint has its particular way of effecting on the behaviors of men and the sum of these constraints consists the net of regulation in a society, According to Old Chicago School, "law is, relative to these other constraints, a less effective constraint: Its regulations, crude; its response, slow; its interventions, clumsy; and its effect often self-defeating." Hence this old school maintained that it would be better to let these alternatives to law regulate. The scholars under the rubric of "social norm scholarship" or "New Chicago School" also argue that the regulation through the modality of norm can be a more effective way to decrease criminal behaviors than the direct regulation through the strict legal punishment, However they, unlike the old school, strongly believe that the law can use the regulatory power of social norm to law`s own end. In this vein, these scholars assert that certain policing techniques, such as youth curfews, anti-gang loitering ordinances or rewarding snitching of gun-possession, are effective, politically feasible and morally sound alternatives to the harsh punishment of criminal behaviors. Kahan and Meares, Yale law professors and the proponents of norm-focused scholarship, cogently describe how these alternatives would work. According to them, possessing weapon is highly valued by juveniles because it has the meaning of resistance to authority and expression of strongness, The snitching policy will make the possessors of the weapon not show them in the fear of being snitched, which will change the this meaning of gun-possession amongst juveniles and eventually decrease the possession of weapon. At a first glance, this type of explanation might sound convincing. However, there is no guarantee that the change of social meaning would actually happen as it was originally intended. Since the social interactions are so diverse phenomena that it is very unlikely to precisely predict what will be the result of a certain policy. Furthermore the norm-focused theorists show the tendency to rely too heavily on the empirical data. The fact that there is a seemingly causal link between the policing technique and the decrease in criminal behavior does not necessarily mean that the social meaning of the behavior has been actually changed. To investigate the change of social meaning, more research than the statistical result would be necessary, such as in-depth opened interviews, historical research into similar social phenomena and comparative research to the other societies with similar institutions. Another important matter is that researchers need to critically reflect themselves through their researches. Considering the situation of Korean Criminal Law which is, like that of USA experiencing the escalation of criminal sanctions, the thorough analysis of norm-focused theory is believed to be not only the introduction of a scholarship movement in USA, but also able to enrich Korean Criminal Law Scholarship. However one should also take into account that the norm-focused scholarship needs to be methodologically redeemed.

한국 사회자본의 특성에 관한 연구

유시용 ( Shiyong Yoo ) 중앙대학교 국가정책연구소 2017 국가정책연구 Vol.31 No.4

본 연구는 사회자본에 대한 기존의 연구와는 차별화하여, 사회조사 데이터를 활용하여 좀 더 미시적인 실증분석을 실시하였다. 동 시점 다양한 설문을 포함하고 있는 세계가치관조사(WVS)의 Wave6 중 한국데이터를 활용하여, 어떤 설문내용이 사회자본의 구성요소와 관련 있는지 분석하였다. Putnam(1993)이 제시한 사회자본의 세 가지요소인 일반신뢰(general trust), 사회규범(social norms), 네트워크(network) 등을 기준으로 각각 고집단과 저집단으로 구분하였다. WVS의 각 설문에 대해서 요소별 고집단과 저집단간의 평균을 비교하였다. 일반신뢰에 대한 설문을 통해서 사회규범 고집단과 저집단 간에는 통계적으로 유의하게 차이를 보이고 있지 않다. 반면, 네트워크 고집단이 저집단보다는 일반신뢰 수준이 높은 것으로 나타나고 있다. 네트워크에 대한 설문은 전반적으로 일반신뢰와 사회규범과 비례관계에 있는 것으로 나타나고 있다. 그리고 사회규범관련 문항들이 다른 사회자본 요소인 일반신뢰와 네트워크와 상관관계가 없다는 것으로 나타나고 있다. 사람에 대한 신뢰(trust)에 관한 문항들은 사회자본 각 요소와 비례관계에 있는 것으로 나타나고 있다. 단체에 대한 신뢰에 관한 대부분의 설문은 사회자본 어느 요소이든 고집단이 저집단 보다 높은 것으로 나타나고 있어, 사회자본의 각 요소와 각 단체에 대한 신뢰가 비례 관계에 있는 것으로 나타나고 있다. 또한 단체에 대한 신뢰는 사회자본 모든 요소들과 전반적으로 비례관계에 있지만, 일반신뢰보다 사회규범 및 네트워크와 더 강한 비례관계가 있는 것으로 나타나고 있다. 그리고 세분화된 사회자본 구성요소가 개인의 행복감, 삶의 만족도, 주관적 건강상태, 정부기관 신뢰, 사회기관 신뢰 및 비영리단체 신뢰 등에 유의미한 영향을 미치는 것으로 나타나고 있다. 본 연구는 향후 사회자본측정을 위한 데이터를 구축할 때 어떤 변수나 데이터를 좀 더 고려해야하는 지를 파악하는데 기초를 제공할 것으로 예상된다. This study tries a more microscopic empirical analysis using social survey data on Korea in Wave 6 of the World Values Survey (WVS), which includes various contemporaneous surveys, to analyze what questionnaires are related to the components of social capital. Putnam (1993) suggested three components of socal capital: general trust, social norms, and network. The respondents of the questionnaire were divided into high and low groups according to each of three criteria. For each questionnaire, the differences of between the sample means of two groups were tested. Regarding the questionnaire on general trust, there is no statistically significant difference between low and high groups of the social capital. On the other hand, the network high group shows higher general trust level than low group. Surveys on networks are generally found to be in proportion to general trust and social norms. And surveys on social norms are not correlated with other social capital elements such as general trust and network. Surveys on trust for a person are shown to be proportional to each component of social capital. Confidence in an organization is found to be higher in the high group than in the low group of any component of social capital. This means that each component of social capital and confidence in each organization are in proportion. Confidence in organizations is generally proportional to all components of social capital, but it appears that there is a stronger proportionality to social norms and networks than to general trust. And decomposed social capital components have a statistically significant effect on the individual’s happiness, life satisfaction, subjective health status, government trust, social institution trust and non-profit organization trust. This study is expected to provide a basis for understanding which variable or data should be considered more when constructing the data for future social capital survey.

Effect of Social Norm on Consumer Demand: Multiple Constraint Approach

Sungjee Choi,남인우,김재환 한국마케팅학회 2020 ASIA MARKETING JOURNAL Vol.22 No.1

The goal of the study is to understand the role of social norm in purchase decisions where demand is revealed in the form of multiple-discreteness. Consumers are socially engaged in various activities through the expectation from others in their community. Actions or decisions are likely to reflect this influence. This implicit or explicit social norm is revealed as the rules, regulations, and standards that are understood, shared, endorsed, and expected by group members. When consumers’ decisions are in distance from the norm, they come to face discomfort such as shame, guilt, embarrassment, and anxiety. These pressure act as a constraint as opposed to utility in their decision making. In this study, the effect of social norms on consumer demand is captured via multiple constraint model where constraints are not only from budget equation but also from psychological burden induced by the deviation from the norm. The posterior distributions of model parameters were estimated via conjoint study allowing for heterogeneity via hierarchical Bayesian framework. Individual characteristics such as age, gender and work experience are also used as covariates for capturing the observed heterogeneity. The empirical results show the role of social norm as constraint in consumers’ utility maximization. The proposed model accounting for social constraint outperforms the standard budget constraint-only model in terms of model fit. It is found that people with longer job experience tend to be more robust and resistant to the deviation from the norm. Incorporating social norm into the utility model allows for another means to disentangle the reason for no-purchase as ‘not preferred’ and ‘not able to buy’.