Mores (generally pronounced /ˈmɔreɪz/, and often /ˈmɔriːz/; from Latin mōrēs, [ˈmoːreːs], plural form of singular mōs, meaning "manner", "custom", "usage", "habit") is a term introduced into English by William Graham Sumner (1840–1910), an early U.S. sociologist, to refer to social norms that are widely observed and are considered to have greater moral significance than others. Mores include an aversion for societal taboos, such as incest.