The trade-offs between private consumption versus social norm-adherence and choosing from a menu versus computing a preferred option affect nearly every decision-making process. I empirically analyze these trade-offs using passenger tipping data from 43 million New York City Yellow taxi trips. I estimate a model where tipping choices depend on people’s beliefs about the social norm tip, the shame from giving less (norm-deviation cost), and the opt-out (cognitive) cost of calculating a non-menu tip. I use the model’s structure to infer the unobserved population distribution of beliefs about the social norm tip and find that norm-deviation and opt-out cognitive costs are large relative to the taxi fare. I then analyze how norm-adherence and menus impact profits and consumer welfare.