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One important way in which environments influence behaviour is through cues. This chapter focuses on the power environmental cues have on normative behaviour. According to goal‐framing theory, the most important mechanism behind the effect of environmental cues on norm conformity is a shift in the relative strength of overarching goals. Cues that signal disrespect for one norm can lead to the transgression of other norms. This has been called cross‐norm inhibition effect. Some gain and hedonic aspects that stay in the cognitive background can support the normative goal, such as a small reward (gain) for helping somebody or a warm glow and praise (hedonic) one gets for doing so. Visceral cues that create affective reactions and increase the salience of one or more basic needs easily strengthen the hedonic goal, thereby making people automatically more impatient and ready to act on impulse.