• 1. Motivation
  • 2. Status-Seeking Consumption and Social Norms
  • 2.1 Status Seeking Consumption
  • 2.2 Social Norms
  • 2.3 Social Norms Replacing Status-Seeking Consumption
  • 3. Driving Forces behind the Emergence of Social Norms
  • 3.1 New Externalities
  • 3.2 Social Feedback
  • 3.3 New Information and “Managers” of Norm Emergence
  • 3.4 Basic Needs and Consumer Learning
  • 4. The Consumption of Cleanliness
  • 5. The Emergence of the Cleanliness Norm
  • 5.1 Stylized Historical Development
  • 5.2 Interpreting the Development from the Perspective of the Learning Approach
  • 6. Conclusions
  • References