Social norms are rules and standards for behavior which are constructed, taught, and enforced within social identity groups. Social norms define acceptable behaviors both toward the ingroup and members of other social groups. During periods of violent conflict, antagonistic conflict behavior becomes normalized, entrapping society in a cycle of violence. During times of peace, however, social norms can be used to promote constructive conflict engagement and foster the inclusion of violent fringe groups. Reconciliation efforts must facilitate a normative shift from violent to peaceful conflict behavior, which often requires coalition-building across social groups and factions based on shared interests of violence reduction.