for 269 independent variables is approximately one in a million. For only 59 independent variables, the probability is just under 5%. Under this definition of normal, it is abnormal to be normal for 59 independent variables. Sociology Durkheim In his Rules of the Sociological Method, French sociologist Émile Durkheim indicates that it is necessary for the sociological method to offer parameters in order to distinguish normality from pathology or abnormality. He suggests that behaviors, or social facts, which are present in the majority of cases are normal, and exceptions to that behavior indicate pathology. Durkheim's model of normality further explains that the most frequent or general behaviors, and thus the most normal behaviors, will persist through transition periods in society. Crime, for instance, should be considered normal because it exists in every society through every time period. There is a two-fold version of normality; behaviors considered normal on a societal level may still be considered pathological on an individual level. On the individual level, people who violate social norms, such as criminals, will invite a punishment from others in the society. Social norms An individual's behaviors are guided by what they perceive to be society's expectations and their peers' norms. People measure the appropriateness of their actions by how far away they are from those social norms. However, what is perceived as the norm may or may not actually be the most common behavior. In some cases of pluralistic ignorance, most people wrongly believe the social norm is one thing, but in fact very few people hold that view. When people are made more aware of a social norm, particularly a descriptive norm (i.e., a norm describing what is done), their behavior changes to become closer to that norm. The power of these norms can be harnessed by social norms marketing, where the social norm is advertised to people in an attempt to stop extreme behavior, such as binge drinking. However, people at the other extreme (very little alcohol consumption) are equally likely to change their behavior to become closer to the norm, in this case by increasing alcohol consumption. Instead of using descriptive norms, more effective social norms marketing may use injunctive norms which, instead of describing the most common behavior, outline what is approved or disapproved of by society. When individuals become aware of the injunctive norm, only the extremes will change their behavior (by decreasing alcohol consumption)