How is a society guides the behavior of its members through rules and expectations called?

Cultural norms are sets of rules and expectations that guide the behavior of members in a society. Cultural norms vary widely across cultural groups.

Cultural norms are transmitted by government, education system and family systems. Members of a culture are often expected to conform to the norms of the culture. Example of diversity in cultural norm:
In Asia and many other parts of the word, people turn their eyes away when conversing with one another as a sign of politeness and respect but in the United States and other regions of the world, maintaining direct contact to an extent is considered polite.