Rudeness is a display of actual or perceived disrespect by not complying with the social norms or etiquette expected within a relationship, social group, or culture. Social norms are established as the essential guidelines of normally accepted behavior within a given context, and individuals often establish personal boundaries to meet their own needs and desires within smaller settings, such as friendships. To be unwilling to align one's behavior with these norms known to the general population of what is socially acceptable is to be rude. These norms may resemble a sort of "unspoken law", with social repercussions or rewards for violators or advocates, respectively.