Collective Moments: Emergent Norm
Art and Story by Jerome Ishikoro (theOtaku.com's The Mask)

This theory was formulated by Ralph H. Turner and Lewis M. Killian.

1. Members adhere to norms that are relevant in the given situation.
2. Norms emerge gradually in unclear situations as members align their actions.
3. Crowd behavior is structured by an unusual, temporary norm rather than by more traditional social standards.

Main Reference:
"Group Dynamics" (4th ed.) by Donelson R. Forsyth