Here is my example.
I read the paper called "Social norms and Energy Conservation" (2010) by Hunt Allcott, about the energy conservation of households by providing them with the amount of energy individual household use and their average neighbor's energy usage. The first thing is this research discover at the first place that household did not use the best efficient method to conserve the energy. Interesting things are 1 ) the adding reference descriptive social norm for society to adjust 2 ) not only people decrease their energy usage toward that descriptive social norms but some who below average adjust toward social norm level.
So what are the another phenomena social norm affect individual decision ?