 Norms play a crucial role in individual choice since—by shaping individual needs and preferences—they serve as criteria for selecting among alternatives. Such criteria are shared by a given community and embody a common value system. People may choose what they prefer, but what they prefer in turn conforms to social expectations: norms influence behavior because, through a process of socialization that starts in infancy, they become part of one’s motives for action. Conformity to standing norms is a stable, acquired disposition that is independent of the consequences of conforming. Such lasting dispositions are formed by long-term interactions with significant others (e.g., one’s parents): through repeated socialization, individuals come to learn and internalize the common values embodied in the norms. Internalization is conceived as the process by which people develop a psychological need or motive to conform to a set of shared norms. When norms are internalized norm-abiding behavior will be perceived as good or appropriate, and people will typically feel guilt or shame at the prospect of behaving in a deviant way. If internalization is successful external sanctions will play no role in eliciting conformity and, since individuals are motivated to conform, it follows that normative beliefs and actions will be consistent.