Publication Type

Journal Article

Version

submittedVersion

Publication Date

9-2022

Abstract

Normative standards refer to ideals to which people, products, and organizations are held. The present research (N = 2,224) investigates a novel construct—the breadth of normative standards, or the number of criteria that normative standards need to meet. Using archival and primary data in both organizational and consumer contexts, Studies 1–2 found that Indians’ and Singaporeans’ normative standards in several domains (e.g., a good job, a good body wash) needed to satisfy more criteria than those of Americans and the British. Using incentive-compatible designs, Studies 3–5 identified two downstream consequences of broader normative standards; decision-makers with broader standards pay greater attention to detail when evaluating others’ work, and people with broader standards search for more options, even at a cost, before making a choice. This research complements past work on norms as prevalent behaviors, values, and attitudes by examining norms as standards, and documents consequences of the breadth of normative standards for employees and organizations.

Keywords

normative standards, criteria, culture, attention to detail, maximizing

Discipline

Marketing | Organizational Behavior and Theory

Research Areas

Marketing

Publication

Organizational Behavior and Human Decision Processes

Volume

172

First Page

1

Last Page

13

ISSN

0749-5978

Identifier

10.1016/j.obhdp.2022.104181

Publisher

Elsevier

Copyright Owner and License

Authors

Additional URL

https://doi.org/10.1016/j.obhdp.2022.104181

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