ABSTRACT
This chapter focuses on the assumption that some punishment for nonconformity is characteristic of normative processes. It discusses some of the problems involved in changing a group norm. In general, it may be said that norms develop under circumstances in which individuals would not regularly behave in a certain manner of their own accord. Conformity obviously depends in the first place upon the efficacy of the norm-sending processes that are mobilized in the group with respect to a given norm. Certain limits are placed upon the norm-sending processes in a group by the general properties of that group. Norms about behavior that are highly important to the life and success of the group will be more thoroughly publicized, more carefully monitored, and more strongly enforced than norms about behavior of little importance. Norms develop to insure that members will perform behaviors that they would not perform in the absence of norm enforcement.
