This study investigates social, mathematical, and sociomathematical norms perceived by college students in an engineering mathematics course and examines the students' sense of mathematics as signals of individual merit. Data sources include a survey and one-on-one interviews with 38 students. The findings help illustrate student perceptions of academic social norms in a large-lecture course represented by the acquisition model of learning in college, detached from communal and collaborative disciplinary practices. Findings provide insights into the local educational context of an East Asian country as a case study when exam-oriented mathematics is institutionalized as normalcy.