This article discusses the influence of norms on group productivity, as well as, the factors influencing the establishment and efficacy of these norms.
NORM TYPES
Robbins (2003) defines norms as "acceptable standards of behavior within a group that are shared by the group's members" (p.220). Robbins (2003) lists four major types of norms. Performance norms govern how group members should be engaged in their work performance, and are potent influencers of work productivity. Another influence on group productivity is allocation of resources norms, which dictate pay, benefits, number and quality of group members, and budget. Having somewhat less effect on group productivity, are appearance norms, which influence how group members are to dress, but more important to productivity, they determine arrival and departure time, and times when employees may "slack off". The fourth type of norms with little influence on group productivity is social arrangement norms, which influence informal social gatherings, such as lunch and after work social groups.
NORMS AND PRODUCTIVITY
Christensen, Rothgerber, Wood, & Matz (2004) found that members who conformed to group norms as opposed to violating group norms experienced more positive emotions as a result of their conformity. These norms were described as injunctive norms, which were described as projecting to the future, or being theoretical in nature. Injunctive norms describe what the group members agree they might do, or would typically do given a set of circumstances. Their work also showed similar results for descriptive norms, which describe what members typically, or actually support. Their study showed norm conformity in the form of allegiance to an "in-group" versus joining a rival "out-group". The influence on productivity may be either positive or negative. Publicly stated conformity to the overall mission and goals of an in-group is a necessary and powerful norm, which formulates the basis of group productivity. Oppositely, conformity to a stated norm expressed by an in-group, while a perceived rival out-group possesses the best idea or solution, may result in unproductive consequences. Moorehead, Ference, & Neck (1991) describe one such unproductive result when this type of norm conformity occurs. In a well-known analysis of groupthink and the Challenger space shuttle tragedy, an out-group was the critical source of information, which could have diverted the unproductive, tragic alternative. Conformance to norms may clearly be productive or unproductive.
Studies reported by Postmes, Spears, & Cihanger (2001) demonstrated that when norms were established for critical thinking as opposed to norms for consensus decision-making, groups achieved an improvement in the quality of their decisions. This has a clear positive effect on a group’s productivity.
REINFORCING NORMS
Feldman (1984) describes a comprehensive synopsis of factors developing and enforcing group norms. According to Feldman's review of the literature, group norms are enforced by groups when they are viewed as important by the majority of group members. Some of these behaviors that are reinforced are those that "ensure group survival, facilitate task accomplishment, contribute to group morale, or express the group's central values" (p.52). Reinforcement of these norms is ensured by "statements of supervisors, critical events in the group's history, primacy, or carry-over behaviors from past situations" (p.52).
PRACTICAL IMPLICATIONS
Managers and employees working within group and team environments need to better understand the conditions under which norms are established, and the effect on productivity, if they are to more effectively and positively influence their own groups.
Cashman Development has considerable expertise in the area of team development, team leadership, and distributed leadership, which are all dependant upon an understanding of norms and other team dynamics. Call or write now to understand how Cashman Development can help you and your organization build your and your team's skills.
Dennis Cashman
President, Cashman Development
Christensen, P.N., Rothgerber, H., Wood, W., & Matz, D.C. (2004, Oct). Social norms and identity relevance: A motivational approach to normative behavior. Personality and Social Psychology, 30(10), 1296.
Feldman, D.C. (1984, Jan). The development and enforcement of group norms. The Academy of Management Review, 9 (1), 47-53.
Moorehead, G., Ference, R., & Neck, C.P., (1991, May). Group decision fiascoes continue: Space Shuttle Challenger and a revised groupthink framework. Human Relations, 44(6), 539-550.
Postmes, T., Spears, R., & Cihanger, S. (2001, Jun). Quality of decision-making and group norms. Journal of Personality and Social Psychology, 80(6), 918. Abstract retrieved March 12, 2005, from the EBSCOhost database.
Robbins, S.P. (2003). Organizational behavior. Upper Saddle River, New Jersey: Prentice Hall.
