When and how norm violators gain influence: Dominance,prestige, and the social dynamics of (counter)normative behavior

The capacity to influence other people is key to success across domains of life, from personal to professional relationships, from the school yard to the retirement home, and from marketing to politics. Traditional approaches hold that people can gain influence in social collectives by behaving in line with prevailing norms. However, mounting evidence indicates that defying norms can enhance one's power, status, and influence. Here, I take stock of this literature and propose a new perspective that can explain seemingly inconsistent links between norm violation and influence. After discussing various social mechanisms that keep norm violators in check (negative emotions, gossip, social exclusion, formal punishment), I review evidence that violating norms can enhance the capacity for influence. I then integrate insights from the dominance/prestige framework of social rank with research on social responses to norm violations to develop a new model that illuminates when and how norm violators gain influence. I discuss implications for understanding the dynamic negotiation of leadership and influence and the maintenance versus decline of normative systems.