 Empirical evidence shows that norm-abiding behavior is not, as the early rational choice models would have it, a matter of cost/benefit calculation. Upholding a norm that has led one to fare reasonably well in the past is a way of economizing on the effort one would have to exert to devise a strategy when facing a new situation. This kind of “bounded rationality” approach explains why people tend to obey norms that sometimes put them at a disadvantage, as is the case with norms of honesty. This does not mean, however, that external sanctions never play a role in compliance: for example, in the initial development of a norm sanctions may indeed play an important role. Yet, once a norm is established, there are several mechanisms that may account for conformity.