The Role of Social Norms

Extracted 29JUL2011 from

If development is about change, then innovations and solutions leading to change are about people being willing to change their behaviours. Changing behaviours does not happen in a vacuum. A full behavioural change approach can only succeed when an individual is on a deserted island. Otherwise, any individual is embedded in a web of relations of different nature (e.g. affections, power, work, etc.) that will affect his/her decisions. This individual knows that any change in behaviour will affect others and will be affected by others.