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Social norms govern much of human interaction, from daily routines to extraordinary circumstances. Yet, as Professor Patrick Bergemann of the UCI Paul Merage School of Business notes, there is surprisingly little understanding of how norms originate. Together with Christof Brandtner of EM Lyon Business School, Bergemann set out to explore this elusive process. Their forthcoming article, “Territoriality and the Emergence of Norms During the COVID-19 Pandemic,” to be published March 2025 in the American Journal of Sociology, promises to shape both academic discourse and real-world policies for years to come.

Their article sheds new light on how communities developed and enforced health-related behaviors during one of the most disruptive events in modern history. It focuses on the emergence of norms surrounding mask-wearing, social distancing, and sheltering in place—behaviors that were entirely novel prior to the pandemic. “The question wasn’t just why these norms emerged but why some communities embraced them more effectively than others,” Bergemann explains.

The Pandemic as a Virtual Petri Dish

The COVID-19 pandemic provided an unparalleled opportunity to observe the emergence of norms in real-time. Unlike traditional studies relying on controlled experiments, this research focused on actual behavior in a high-stakes, real-world context. New York City, as an early epicenter of the pandemic, became the research setting. Its diverse neighborhoods, well-documented pandemic data, and availability of granular public records created a fertile ground for investigation.

The study employed two primary data sources:

• SafeGraph mobility data: Tracking the movement of over 40 million anonymized cell phones, the researchers measured shelter-in-place compliance at the neighborhood level.
• 311 complaint calls: Promoted by New York City health officials as a non-emergency way to report violations of health guidelines, these calls offered a proxy for norm enforcement.

By analyzing data across more than 2,000 census tracts, the researchers mapped patterns of compliance and enforcement over time.

What Makes a Norm?

Bergemann emphasizes that for a behavior to qualify as a norm, it requires two elements:

1. Behavioral Regularity: Widespread adoption of the behavior.
2. Moral Enforcement: Social mechanisms that punish deviations, such as disapproval or reporting.

“Wearing sunglasses on a sunny day isn’t a norm because no one punishes you if you don’t,” Bergemann explains. “But failing to socially distance during the pandemic could elicit anything from a dirty look to a 311 report. That’s where norms emerge.”

Territoriality: A Surprising Mechanism

One of the study’s groundbreaking findings is the role of territoriality—a community’s collective sense of ownership over its spaces—in shaping norm compliance and enforcement. This concept, which had not been previously linked to the emergence of norms, became central to the research.

Territoriality is rooted in three factors:

• Ownership: Homeownership rates reflect control over private spaces.
• Modification: Structural changes, such as home renovations, signal a deepened investment in the community.
• Tenure: Length of residence fosters familiarity and attachment to the neighborhood.

These factors create a sense of responsibility that spills into public spaces. “Even sidewalks and parks can feel like ‘your territory,’” Bergemann notes. “When people feel territorial, they’re more likely to enforce norms to protect the space and its users.”

A Tale of Two Neighborhoods

The data revealed striking contrasts in norm adoption across New York City. Communities with higher levels of territoriality—measured by homeownership, permit applications, and length of residence—demonstrated greater compliance with shelter-in-place orders and more frequent enforcement via 311 calls. These neighborhoods effectively self-policed, reducing the need for external enforcement.

In contrast, transient or renter-dominated communities with low levels of territoriality often struggled to establish these norms. Without a strong sense of ownership or permanence, residents were less likely to invest in collective health behaviors, highlighting the need for targeted governmental support.

Norms Beyond the Pandemic

The implications of Bergemann and Brandtner’s research extend far beyond COVID-19. Territoriality, as a driver of norm emergence, may influence behavior in numerous settings, from offices to disaster responses. For instance:

• Workplaces: Employees with longer tenure often exhibit greater investment in workplace norms, potentially linked to territoriality over their roles or spaces.
• Crisis Management: Understanding territoriality could help policymakers identify which communities need additional support during emergencies.
• Urban Planning: Strategies that foster a sense of ownership, such as community engagement in public projects, could strengthen social cohesion and norm adoption.

Future Research and Real-World Applications

Bergemann sees immense potential for expanding this line of inquiry. “Norms are everywhere, and territoriality is everywhere,” he says. By applying these findings to other contexts, researchers and practitioners can better understand how to foster cooperation and resilience in communities.

For policymakers, the study offers actionable insights into designing interventions that leverage territoriality to encourage collective action. For instance, initiatives that promote homeownership or long-term residency could enhance a community’s ability to adapt to crises.

A Legacy of Insight

As the world reflects on the lessons of the pandemic, Bergemann and Brandtner’s work stands out as a vital contribution to understanding human behavior. Their research not only illuminates the hidden mechanisms of norm emergence but also offers practical guidance for building stronger, more adaptable communities.