“Expectation” or “Exception”: Examining the Effect of Norms on Moral Self-Image and Behavioural Spillovers

Does breaking the line in a context where queuing is the expectation bear similar self-perception and emotions compared to breaking the line in a context where queueing is the exception? We present a theoretical framework that differentiates between behaviours that are the “Expectation” and others that are the “Exception”. We tested this framework on a sample of participants from the UK by comparing standing in line (as the expectation) and getting an electric car (as the exception). The findings show that when participants wait in line (i.e., do conform to the expectation) and do not buy an electric car (i.e., do not engage in the exception) they feel neutral in terms of emotions and their perceived moral self-image. However, when participants break the line (do not conform to the expectation), they felt negative about themselves and felt positive when buying an electric car (engage in the exception). This study proves that social expectations moderate the effect of engaging in positive behaviour on experienced emotions and moral self-image.