The Behavioral Economics in Marketing’s Podcast

Social Axiom Theory | Definition Minute

Aug 3, 2021
A quick primer on social axiom theory and how generalized beliefs shape behavior. Lists the five universal social axioms and introduces a proposed sixth, zero-sum belief. Notes how the theory is used in cross-cultural studies. Teases further coverage of related mindset topics.
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INSIGHT

Generalized Beliefs Guide Behavior

  • Social axioms are generalized beliefs about people, groups, institutions, and events that guide everyday conduct.
  • They encode assertions about relationships between concepts and differ from values and personality.
INSIGHT

Five Universal Social Axioms

  • Researchers identify five universal social axioms: social cynicism, social complexity, reward for application, religiosity, and fate control.
  • Each axiom captures a distinct worldview that predicts psychological processes and outcomes.
INSIGHT

Zero-Sum Belief As A Sixth Axiom

  • Scholars have proposed a sixth axiom: belief in a zero-sum game, where gains for one side mean losses for another.
  • This concept borrows from game theory to explain competitive social beliefs.
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