Turner and Killian's emergent norm theory differs from social contagion theories and psychological models emphasizing deindividuation in that behavior in crowds is viewed as:

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Turner and Killian's emergent norm theory posits that behavior in crowds is constructed and rational, as opposed to being merely spontaneous or the result of deindividuation. This theory suggests that people in crowds develop new norms and behaviors in response to the unique situation they are in, rather than just following innate impulses or existing social norms.

Turner and Killian's Emergent Norm Theory Differs from Social Contagion