Unraveling the Dark Side of Social Norms-Toward a Research Agenda on the Challenges of Social Norms in Health Communication.

Social norms are a promising means in health crisis communication because they can guide collective action to reduce risk. However, recent research on the COVID-19 pandemic suggests that social norms may have not fully supported strategic goals and even contributed to phenomena that hindered risk reduction, calling into question the potential of social norms campaigns. This became most evident during the COVID-19 pandemic in the emergence of alternative norms of measure opposition, stigmatization of norm-deviant individuals, and the issue of free-riding. The article analyzes these phenomena from a social identity and communication perspective and outlines areas for further inquiry in health and crisis communication. The goal is to pave the way for a research agenda dedicated to the dark side of social norms to unlock the full potential of social norms in times of (health) crisis.