“Deviancy Aversion and Social Norms”, Anton Gollwitzer, Cameron Martel, Anna Heinecke, John A. Bargh2022-12-10 (novelty U-curve, personality)⁠:

We propose that deviancy aversion—people’s domain-general discomfort toward the distortion of patterns (repeated forms or models)—contributes to the strength and prevalence of social norms in society.

Five studies (n = 2,390) supported this hypothesis:

1. In Study 1, individuals’ deviancy aversion, for instance, their aversion toward broken patterns of simple geometric shapes, predicted negative affect toward norm violations (affect), greater self-reported norm following (behavior), and judging norms as more valuable (belief).

2. Supporting generalizability, deviancy aversion additionally predicted greater conformity on accuracy-orientated estimation tasks (Study 2),

3. adherence to physical distancing norms during COVID-19 (Study 3), and

4. increased following of fairness norms (Study 4).

5. Finally, experimentally heightening deviancy aversion increased participants’ negative affect toward norm violations and self-reported norm behavior, but did not convincingly heighten belief-based norm judgments (Study 5).

We conclude that a human sensitivity to pattern distortion functions as a low-level affective process that promotes and maintains social norms in society