Culture is often cited as a driving force behind human behaviour, influencing everything from social norms to business ethics. However, as anthropologist Lee Cronk points out, “Although behavioural scientists often use culture as an explanation of behaviour, we have little understanding of why culture sometimes powerfully shapes behaviour and at other times seems to have no effect on it.” This raises an important question in the realm of integrity: how does culture influence ethical behaviour, and why do individuals sometimes act against cultural norms?
Culture as a Social Coordination Tool
Cronk’s research suggests that culture plays a significant role in shaping behaviour through social coordination conventions. These conventions create shared expectations and provide individuals with a framework for decision-making. Ethical norms, which form the foundation of integrity, can be seen as a type of social coordination mechanism. For example, widely accepted ethical principles—such as honesty in business transactions—help facilitate trust and cooperation within societies.
A critical insight from Cronk’s work is that people are more likely to conform to cultural norms when those norms provide a clear structure for coordination. Ethical standards function similarly, establishing a shared understanding of acceptable behaviour. However, when ethical norms are ambiguous or in conflict with other cultural influences (such as economic pressures), individuals may deviate from them. As Cronk states, “people may claim that they value a certain trait or behaviour but fail to act accordingly when other factors, such as economic incentives or social pressures, come into play.
When Culture and Behaviour Diverge
One of Cronk’s key observations is that people do not always follow cultural norms, especially when those norms are not tied to social coordination. He provides an example from the Maasai culture, where traditional gender preferences expressed by parents did not align with their actual behaviour. Maasai parents often state a preference for sons over daughters due to traditional societal values that emphasize the role of men as providers and warriors. However, when researchers observed their real-life actions, they found that parents often invested just as much—if not more—into their daughters’ well-being and education.
Cronk explains this discrepancy by highlighting the difference between stated cultural values and actual decision-making behaviours. While Maasai parents verbally uphold traditional gender norms, their practical decisions are guided by evolving social and economic realities, such as the increasing importance of education for all children. This illustrates a broader issue in ethics: individuals and organizations may publicly support ethical norms but act differently when competing incentives come into play.
In corporate settings, this explains why some organizations publicly endorse ethical standards yet engage in questionable business practices. The mere presence of an integrity policy does not guarantee ethical behaviour. Instead, ethical norms must be integrated into an organization’s coordination mechanisms, ensuring they guide everyday decision-making.
Integrity as a Cultural Construct
From a cultural perspective, integrity is not just about individual moral choices—it is about shared beliefs and practices that shape behaviour. Ethical cultures within organizations are most effective when they function as social coordination conventions. For example, when companies make ethical behaviour a fundamental part of their corporate culture—embedded in training, performance evaluations, and leadership expectations—employees are more likely to follow ethical guidelines.
Conversely, when ethical policies are seen as mere formalities without meaningful reinforcement, they are likely to be ignored or overridden by other influences, such as financial incentives or peer pressure. This aligns with Cronk’s argument that culture’s influence on behaviour is strongest when it provides clear guidance on how to act in specific situations. “Cultural rules that are clearly tied to tangible benefits are more likely to be followed than those that exist primarily as abstract ideals,” he explains.
Lessons for Businesses and Organizations Cronk’s insights offer valuable lessons for
organizations aiming to foster a culture of integrity:
• Make Ethical Norms Actionable: Ethical guidelines should not be abstract ideals but
practical rules integrated into daily business operations.
• Ensure Common Knowledge: Ethical standards must be widely known and understood within an
organization. Transparency and communication are essential in reinforcing these norms.
• Align Incentives with Integrity: When employees perceive ethical behaviour as a requirement for
success, rather than an optional guideline, they are more likely to adhere to ethical standards.
• Create Accountability Mechanisms: Social coordination relies on mutual expectations.
Establishing clear accountability structures ensures that ethical breaches are addressed
effectively.
Conclusion
Culture is a powerful force in shaping behaviour, but its influence depends on how norms are embedded in social structures. Ethical behaviour thrives when integrity is not just an individual choice but a collective expectation reinforced through cultural coordination. As organizations and societies continue to navigate ethical challenges, understanding the relationship between culture and behaviour is crucial for fostering a sustainable and integrity-driven future.
AU - Cronk, Lee
T1 - Culture’s Influence on Behaviour: Steps Toward a Theory
JO - Evolutionary Behavioural Sciences