| An idealized world of self-regulation is one where all behaviours are regulated. In that world, never would we indulge in that extra piece of cake. Unfortunately, in reality, blunders of behavioural regulation are relatively common occurrences. Social norms provide a source of information that signals these regulatory failures and may contribute to the regulatory process. The current research program aimed to explore how perceived violation of social norms that result from regulation failure may influence future regulation. Five studies using quasi-experimental or multi-time designs were conducted. Results from these studies suggest that when norms help signal a lapse in behavioural regulation, they may lead to enhanced regulation in the future. Specifically, the social emotional outcomes (e.g., guilt) from the perception that a failure to regulate one's behaviour led to violating social norms resulted in changes in the expected outcomes associated with this behaviour. These changes then decreased the likelihood the same behaviour would be repeated in the future. Findings from this program of research offer a novel perspective on behavioural regulation by proposing a psychological mechanism for normative influences. The theoretical and social implications for the program are discussed. |
