Science Explains: Study Corrects Some Misconceptions About Etiquette

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Has Human Behavior Changed Recently? Science Explains

Many believe there has been an increase in bad behavior. According to a report published on Science Alert, several behavioral phenomena are on the rise, from blatant shoplifting and playing loud music on public transport to violence against retail workers, leading many to feel pessimistic about others.

Pre-Pandemic Levels

According to Paul Hannell, a senior lecturer in psychology at the University of Essex, a study published in June 2023 found that citizens in more than 60 countries believe that even the simplest rules of etiquette are declining. A 2025 survey of 9,600 Americans showed that 46% believe rudeness is generally increasing, while only 9% believe it is decreasing compared to pre-pandemic levels.

Misconceptions

Hannel asserts that these perceptions may be inaccurate. His research explored the accuracy of people's perceptions of others, the consequences of inaccurate perceptions, and what happens when these misconceptions are corrected. Clearly, there are some misconceptions in this context. If we examine the prevailing values ​​and abstract ideals that guide behavior, we find reasons to be optimistic about society.

Science reveals a study correcting some misconceptions about etiquette rules.

Eating with friends

Values ​​of loyalty and honesty

In a 2022 study of 32,000 people from 49 cultural groups, values ​​of loyalty, honesty, and helpfulness ranked highest, while values ​​of power and wealth ranked lowest.

The results offer little support for claims of moral decline. An interactive tool developed by sociologist Maxim Rudnev using data from the European Social Survey shows that this pattern remained consistent between 2002 and 2023 in more than 30 European countries. 

Other studies indicate that people’s values ​​are remarkably similar across more than 60 countries, educational levels, and religious affiliations, meaning there is significant overlap between the responses of the two groups.

Good Citizens

Numerous studies suggest that most people act ethically. For example, when researchers analyzed real-life public disputes recorded by CCTV cameras, they found that a bystander intervened to prevent the situation from escalating in nine out of ten incidents (where bystanders were present). These findings, from 2020, were similar in the Netherlands, South Africa, and the United Kingdom.

Generosity and Heroism

People intervene in knife attacks or terrorist attacks, even at their own risk. While these instances are rare, they demonstrate that many are willing to help even in difficult circumstances. In less dramatic situations, people are also known for their consideration of others’ feelings.

For example, a 2019 study found that in 38 of the 40 countries surveyed, lost wallets were, on average, more likely to be recovered if they contained a small amount of cash than if they contained no cash, and the likelihood of recovery increased significantly if they contained a large amount. This is likely because those who found the wallet understood that losing it would be more damaging to its owner.

Generosity and Donations

In another experiment, conducted in 2023, 200 people from seven countries were given $10,000 with virtually no strings attached. Participants spent over $4,700 on others and donated $1,700 to charity.

More Cooperative

Hannel adds that people may have been more ethical 50 or 100 years ago. There aren't many studies that systematically track changes in behavior over time, but one study found that Americans became slightly more cooperative with strangers between the 1950s and the 2000s. Science Explains Some Misconceptions About Social Media

Social Media

However, many still believe that society is in moral decline due to the media's tendency to focus on negative events, and that negative news is more likely to spread on social media. For example, numerous studies have observed that during disasters (hurricanes and earthquakes), many media outlets convey a sense of panic and cruelty, even though the population usually cooperates and supports one another.

Furthermore, people with extreme political views—both left and right—tend to post online, as do automated accounts [from other countries]. In other words, what is posted on social media does not, by any means, represent the opinion of the general public.

Individual Behaviors

Of course, this does not negate the fact that a minority of people can cause serious harm, or that certain aspects of public life, such as online child abuse, can be exacerbated. Moreover, these trends do not necessarily reflect the behavior or values ​​of the average individual. Excessive pessimism towards others is a significant factor. People who mistakenly believe that others prioritize selfish values ​​over humanitarian ones are, on average, less likely to volunteer.

Greater Confidence and Optimism

Numerous studies have shown that demonstrating that others, on average, share similar values ​​and beliefs makes people more confident and optimistic about the future. Talking to others, whether friends, casual acquaintances, or even strangers, fosters a sense of camaraderie and improves mood. Volunteering, joining local groups, or attending neighborhood events are all good ideas, as helping others improves one's well-being. Finally, reading positive news or focusing on the kindness of others enhances one's outlook on life.