SOCIAL NORMS Behaviour is influenced by the need to be publicly compliant. MUZAFER SHERIF (1906–1988) Social Psychologist 1936 (Sherif): Social norms were first illustrated by the “autokinetic effect”. Frames of reference were modified in the direction of group conformity. More recent research shows that normative messages have the power to influence behaviour in a range of decision-making environments (e.g. energy conservation) without being detected.