How norm violators rise and fall in the eyes of others: The role of sanctions

Norm violators demonstrate that they can behave as they wish, which makes them appear powerful. Potentially, this is the beginning of a self-reinforcing loop, in which greater perceived power invites further norm violations. Here we investigate the possibility that sanctions can break this loop by reducing the power that observers attribute to norm violators. Despite an abundance of research on the effects of sanctions as deterrents for norm-violating behavior, little is known about how sanctions may change perceptions of individuals who do (or do not) violate norms. Replicating previous research, we found in two studies (N1 = 203, N2 = 132) that norm violators are perceived as having greater volitional capacity compared to norm abiders. Qualifying previous research, however, we demonstrate that perceptions of volition only translate into attributions of greater power in the absence of sanctions. We discuss implications for social hierarchies and point out avenues for further research on the social dynamics of power.