On this episode Greg sits down with this month’s Brains & Behavior distinguished lecturer Dr. Cristina Bicchieri to talk about the study of social norms, and how they predict behavior (5:51), putting a philosopher’s theories into experiments ( 7:31), applying social norm theory with UNICEF in the third world (9:11), the process and strategies of changing social norms (10:50), comparing social norms in America to Europe (18:46), using positive deviance to change culture & to start a movement (23:27), the relationship between biology & social norms (32:49), and the bureaucracy of dealing with the world’s governments (36:25).