The Diffusion of International Norms: A Field Experiment on the Role of Common Knowledge∗

How do organizations, such as International Organizations (IOs), promote social norms at the grassroots level? In particular, what are the microfoundations and mechanisms un-derlying the diffusion of such norms? Agents may provide information about norms and persuade individuals to accept them (i.e., individual channel). Additionally, they may indi-rectly inform listeners about what other people are learning, creating common knowledge, and thus operate as a coordination and peer pressure mechanism (i.e., social channel). I disentangle these effects with a field experiment in Mexico, examining attitudes and norms surrounding violence against women. To do so, I analyze the effect of a UNESCO norms intervention when it is implemented individually and privately versus when it is implemented through social and public outlets. I find no evidence supporting the indi-vidual mechanism. The social channel, however, increased personal and perceived social rejection of violence against women, increased support for gender equality roles, while also increased pessimism on whether violence will decline in the future. ∗This research was carried out as part of a UNESCO Mexico program. I especially thank Samira Nikaein at the UNESCO Office in Mexico, Michael Gilligan and Cyrus Samii for their help and support. I also than