 Bicchieri (1990, 1997) has presented a third, alternative view about internalization. This view of internalization is cognitive, and is grounded on the assumption that social norms develop in small, close-knit groups where ongoing interactions are the rule. Once an individual has learned to behave in a way consistent with the group’s interests, she will tend to persist in the learned behavior unless it becomes clear that—on average—the cost of upholding the norm significantly outweighs the benefits. Small groups can typically monitor their members’ behavior and successfully employ retaliation whenever free-riding is observed. In such groups an individual will learn, maybe at some personal cost, to cooperate; she will then uphold the cooperative norm as a “default rule” in any new encounter, unless it becomes evident that the cost of conformity has become excessive. The idea that norms may be “sluggish” is in line with well-known results from cognitive psychology showing that, once a norm has emerged in a group, it will tend to guide the behavior of its members even when they face a new situation (or are isolated from the original group; Sherif 1936).