Positive outcomes of social norm transgressions

Norm transgressions occur when consumers behave outside social expectations; such transgressions often cause embarrassment for the perpetrator and negative responses from witnesses. This study asks if norm violations can lead to positive audience responses. The study relies on 246 written reports from norm breakers and finds positive audience responses occurring almost 17 per cent of the time, with an additional 26 per cent of cases providing a mix of both positive and negative reactions. A content analysis of influence factors suggests that the emergence of a positive outcome depends on the importance of the norm, the position of the perpetrating behavior relative to the broader scope of the norm, and the rewards received by the audience as a result of the norm transgression. These factors are illustrated by representative participant quotes. The findings have implications for theory as well as marketing practice. Copyright © 2014 John Wiley & Sons, Ltd.