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Ever wonder why conjuring up a "burning platform" galvanizes workers instead of sending them scurrying for the exit doors? It's the same reason that test subjects who eat fiery chili peppers together report a higher sense of bonding, and work better together in subsequent economic games. Social norms are the glue that holds groups together. And variation in their strength provides the foundation for a theory of cultural tightness-looseness that psychology professor Michele Gelfand uses to explain not only the differences between social groups, but also the conflicts that erupt among and within them.

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