I started flipping through some of Daniel Chambliss' (*) articles, and wow:
(*) He wrote "The Mundanity of Excellence", which I lean on to an embarrassing degree.
academics.hamilton.edu/documents/bi...
This is such a nicely accessible discussion of social norms!
Full cite: Petit, V., & Zalk, T. (2019). Everybody wants to belong: A practical guide to tackling and leveraging social norms in behavior change programming. New York, NY: UNICEF.