I formulate and analyze a mathematical model that describes the coevolution of individual behavior, personal attitudes, and second-order beliefs about the attitudes of others. The model focuses on a population engaged in social interactions involving two competing options—an old and a new one—which may represent formal policies, informal social norms, or alternative behaviors. I investigate the effects of the cost of expressing an opinion, the benefits associated with the new norm, the degree
of cultural tightness in the society, and the strength of internalization of the old norm on the resulting dynamic outcomes.