An emerging literature on the evolution of culture can offer new explanations for how norms encourage or obstruct sustainable practices. In particular, dual-inheritance theory describes how interactions between genetic and cultural evolution give rise, in part, to prosociality. Based on this theory, we identify the concept of normative motivation — internalized desires to follow and enforce norms. We discuss the utility of this concept in progressing two major research agendas across the social and behavioural sciences: the impact of motivation on cognition and normative behaviour, and the influence of norms on the policy process.
May 23, 2018