information:highlighting, quality:corruption
Social norms theory

Social norms theory states that much of people's behavior is influenced by their perception of how other members of their social group behave. When individuals are in a state of deindividuation, they see themselves only in terms of group identity, and their behavior is likely to be guided by group norms alone. But while group norms have a powerful effect on behavior, they can only guide behavior when they are activated by obvious reminders or by subtle cues. People adhere to social norms through enforcement, internalization, the sharing of norms by other group members, and frequent activation. Norms can be enforced through punishment or reward. Individuals are rewarded for living up to their roles (i.e. students getting an "A" on their exam) or punished for not completing the duties of their role (i.e. a salesperson is fired for not selling enough product).