This chapter addresses how to define and inculcate the norms (i.e., principles of proper behavior) that are consistent with sound farsighted actions and how organizations can provide social and psychological rewards for those actions. There is ample evidence that values are formed through reinforcement, whether in material forms or in the values of respect, affection, power, and rectitude. Affection, respect, and power are directly defined by interpersonal interactions. Increased interaction is linked with support for family planning that leads to the desire to restrict family size and...

This chapter addresses how to define and inculcate the norms (i.e., principles of proper behavior) that are consistent with sound farsighted actions and how organizations can provide social and psychological rewards for those actions. There is ample evidence that values are formed through reinforcement, whether in material forms or in the values of respect, affection, power, and rectitude. Affection, respect, and power are directly defined by interpersonal interactions. Increased interaction is linked with support for family planning that leads to the desire to restrict family size and assists women in accessing and choosing methods. Nongovernmental organizations (NGOs) and social movements engaging in policy advocacy provide the values of respect, affection, power, and rectitude. The logic of defining or redefining the specific content of broad norms in efforts to induce people to respond to farsighted initiatives can emphasize the compatibility of these norms with the goals of the initiatives.