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coordination of attitudes, goals and behaviour possible. The more people think a group is important and self-defining for them, the more likely they will be to act in line with the norms, values and beliefs that define that group. According to social identity theory and self- categorisation theories, this is because norm change happens at the group or community level, rather than individually. In other words, it is a group-based process, wherein a change in ‘our’ shared aspirations and goals can produce change at the level of individual attitudes and behaviours. Understanding how group memberships can influence social norms is relevant to the CYWR trial. If norms are a set of guidelines for how people think, feel and behave, then when the current standards are in focus, ‘descriptive norms’, people will adhere to them. However, people will be more likely to adhere to ‘aspirational norms’ if what people (as group members) ought to do is in focus. Where there is a problem with current behaviours (e.g. high rates of binge drinking), focusing on the descriptive norm (how widespread a behaviour actually is) or aspirational norm can lead to a shift in positive social behaviour, as people strive to meet the approved norms, goals and values of their group. In the four CYWR trial communities, aspirations or aspirational norms are already held by some, but for others different group memberships and associated standards are at work. In order to encourage people to adopt aspirational norms that can lead to long-term positive behaviour changes, this chapter emphasises the importance of building belonging and connection to the community (and wider Australian society). This is particularly relevant to the role of the FRC and local Indigenous Commissioners. While behaviour changes are shaped through group memberships, they are influenced in three Kelman’s2 ways. theory of influence describes three methods of influence: compliance, identification and internalisation: Compliance occurs when people feel they do not have a choice and believe they must obey • instructions. However, when a person complies with directives, their actions may be inconsistent with their beliefs, causing an internal tension referred to as ‘cognitive dissonance’. Identification with others, such as a social leader, can play a role in influencing people. • Their sense of identity is relevant to whether they bond with a leader by accepting his or her ideas. People may want to associate with particular leaders and accept their rules and values. When a person hears messages from a leader with whom they identify, they are more inclined to accept and believe what that person is saying, and less inclined to challenge or question the points raised. Internalisation occurs when there is full internal acceptance of an idea or belief, and • consistency between attitudes and behaviours. This often requires significant cognitive processing, as people need to think about what has been said and how to fit those ideas into their existing beliefs and values (or adjust them as needed). An internalised idea has to make sense to the person. Kelman’s theory aligns with the CYWR trial in important ways. The Cape York Institute’s design up3 report From hand out to hand proposes a connection between Kelman’s theory and the CYWR trial. The report suggests that laws involve compliance: people are involuntarily and directly required to comply with the law, sometimes against their own preference. Incentives, on the other hand, involve identification: people identify with the particular behaviours which incentives encourage (e.g. FRC conferencing, Wellbeing Centres, MPower). This idea of

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