Publisher's Note: Norms in the Wild takes a unique look at social norms, answering questions about diagnosis (how can we tell that a shared practice is a social norm?), measurement (how do we measure expectations and preferences?), and change (which tools can we adopt to effect norm change?). The theories developed in the book are brought to life by examining real-life cases of norm creation and abandonment, the rationale behind policy interventions, and how change can be spearheaded by various types of trendsetters, be they individuals, groups, or the media. By exploring how a range of problems, from poor sanitation to child marriage, can be addressed, the book shows how social norms can have a causal impact on collective behavior, and which interventions may succeed in creating new norms or abandoning harmful ones. In laying the theoretical groundwork for implementing social changes in a contextually sensitive and empirically based way, it also diagnoses why some less culturally attuned attempts to eliminate negative practices have failed.