Dynamic norms as a tool for social change: How dynamic norms can revert controversial political decision‐making related to Brexit

Research shows that perceiving norms relevant to a collective phenomenon can motivate behaviour. This research examined whether dynamic social norms could counteract a collective disadvantage, that is, Brexit. We tested the effects of dynamic norm messages (emphasizing norms are changing over time) versus static norm messages (simply stating the norm) and a no-norm control condition on collective action intentions to stop Brexit among Remainers and Brexiteers across one pilot and two main experiments (Pilot 1 N = 150, Main Experiment 1 N = 750, Main Experiment 2 = 600) with British adults. Results showed that dynamic norms increased violent collective action intentions among Remainers and both violent and peaceful collective action intentions among Brexiteers compared with static norm and no-norm control conditions. Increased pre-conformity to future norms, more positive outgroup attitudes towards European immigrants and reduced outgroup threat perceptions from European immigrants mediated these effects. Findings suggest dynamic norms may reverse misinformation's detrimental impact by motivating actions counter to individuals' original stance. Highlighting norms are changing over time rather than static can be an effective tool for social change even in highly polarizing contexts.