ABSTRACT
The social factors which constrain or encourage individual choices and actions are many and varied. They may operate at the level of interpersonal interactions, as in the case of communication or ‘negotiation’ within sexual encounters where the actions or words of one individual have a direct bearing on the actions and words of the other. In behavioural situations where at least two individuals are present, choice of action is often a product of the interaction of individuals rather than something endogenous to individuals themselves. The social constraints on individual actions may also be community-oriented. An example of this is where group or community ‘norms’ influence what is considered to be appropriate, acceptable or ‘normal’ behaviour. Individual perceptions of social acceptability and ‘normality’ have a direct influence on how individuals behave. This is because individual actions which deviate from community norms are generally harder actions to make. Finally, the constraints on individual actions may also be politically oriented. An example of this is where local or state health and legal policies influence the degree to which individuals and communities can minimise their risks of healthrelated harm.
