When two or more people come into contact with one another there is already a set of expectations, social rules about how to relate to other people. These are part of culture. In addition, there are sets of expectations that apply to specific situations – consider, for example, the rules that govern buying something in a shop, ordering a drink in a café or a bar, and so on. Breaking these rules (jumping the queue, for example) can cause a lot of bad feeling and displeasure.
But there is more to it than this. When you form a relationship of any kind with someone, a set of expectations specific to that relationship will quickly develop. Having these expectations is generally a positive thing; it enables our interactions to run smoothly, with a minimum of tension. However, such expectations are not always positive. For example, in an abusive relationship, the expectations or unwritten rules will generally suit the abuser, but at the expense of the person being abused.