Shifting social norms through endorsements
研究意见领袖如何利用社会变迁的私人信息影响人们遵守社会规范，发现当意见领袖不过分偏向违规或在意人气时能发挥作用，且社会成本越高、变迁越不确定、与志同道合者互动越多时影响越大。
The attitude of individuals towards prevailing social norms can change over time. When these changes are not observable, norm abidance can remain high due to social costs. We study how an opinion leader with private information about the societal change can influence norm abidance. We show that the opinion leader can affect abidance when she is neither too ideologically sided in favor of the norm violation nor too popularity concerned. The opinion leader has a stronger impact on society when social costs are higher, the societal change is more uncertain, and citizens interact more often with like-minded individuals.