Norm conformity, rationalization and resident participation in multi-owned housing management

While the role of norm in shaping collectivism has been extensively evidenced, its appearance in housing studies is highly limited. Most literature suggests that social norms are conducive to the realization of collective actions, particularly those being repetitive or reiterated in nature. Yet, negative norms, such as norms of non-involvement or non-cooperation, may lead to individualistic behavior and non-cooperative climate, encouraging free-riding conducts among group members. Moreover, the effects of social norms on collectivism have seldom been incorporated in rational choice models. This article draws on an empirical study on resident participation in managing multi-owned housing (MOH) in Hong Kong. Given the special nature of MOH, collective actions among residents are necessary for the management of a MOH development. An analytic model was developed with reference to the highly adaptable collective interest model to illustrate how social norms can have a catalytic effect on resident participation in MOH management. The analysis results demonstrate that conformity to positive norms like everyday Kantianism brings about selective benefits to the residents, motivating them to participate in the management of their MOH developments more actively. On the other hand, negative norm conformity lowers the likelihood for an individual homeowner to participate in collective actions in housing management. These research findings have important implications for promotion of resident participation in MOH management.