In passing...

[Tuckervill]

http://contexts.org/socimages/2010/07/08/norms-normality-and-normativity/

[AMP]

Interesting concept. Here's how it worked in my home. My husband has just taken up road cycling. He hates the shorts and jerseys. He hates the helmuts. Nevertheless, after our first ride, he wore the shorts.
After watching the Tour the past few days with uber-crashes, he wears the helmut.
I didn't have to nag. Not a word.:D