We study how social evaluation affects conformity and anticonformity in theory and in an experiment. In theory, we show that negative social evaluation, i.e., potential punishment, creates incentives for conformity. Positive social evaluation, i.e., potential reward, creates incentives for...

We study behavior within a simple principal-agent experiment. Our design allows for a large class of linear contracts. Principals can offer any feasible combination of (negative) fixed wages and incentives in the form of return sharing. This great contractual flexibility allows us to study...