Please join either in person or online. For in-person attendees, the talk will be preceded by a light lunch at 12.15pm. Please email comms@sociology.ox.ac.uk with any questions.

Social norms are crucial drivers of human behaviour. However, misperceptions of others’ opinions may sustain norms and conforming behaviour even if a majority opposes the norm. Privately shifting individuals’ beliefs about true societal support may be insufficient to change behaviour if others are perceived to continue to hold incorrect beliefs (“lack of mutual knowledge”).

We conduct a field experiment with 5,201 women in Kyrgyzstan to test whether creating mutual knowledge about social norms affects how perceived social norms influence behaviour. We show that providing information about societal support for female political activism alone does not affect women’s political engagement. However, when perceived mutual knowledge is created, the effect of information about social norms increases significantly. Using vignette experiments, we show that the effect of mutual knowledge on social punishment is a plausible mechanism behind the behavioural impact. These findings suggest that higher-order beliefs about social norms are an important force linking social norms and behaviour.