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The Breadth of Normative Standards: Antecedents and Consequences for Individuals and Organizations

Wednesday 6 October 2021, 14:00-1500
Online - book below


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Normative standards refer to ideals to which people and organizations are held. Across eight studies (N=2,244), we investigate a novel construct—the breadth of normative standards, or the number of criteria that normative standards need to meet. Compared to Americans, Indians indicated that various normative standards (e.g., a good job, a good employee) needed to satisfy a larger number of criteria (Studies 1-2). Job advertisements for identical positions by the same company indicated that applicants needed to meet more criteria in India than in the US (Study 3). In the consumer domain, best-selling body washes’ on-pack descriptions stated that the product met more criteria in Singapore than in the UK (Study 4). Studies 5-8 identified consequences of broader normative standards: greater attention to detail when evaluating others’ work, and a tendency to maximize rather than satisfice. This research introduces a novel construct that has important implications for employees and organizations.

The Speaker

Dr. Shankha Basu is an Associate Professor of Marketing at the Leeds University Business School (LUBS), UK. He received his PhD from Nanyang Technological University, Singapore. He has two broad areas of research interest – consumer decision-making and the cultural factors affecting consumer behaviour. His work has been published in academic journals such as Journal of Consumer Psychology, Psychological Science, and Organizational Behaviour and Human Decision Processes and managerial outlets such as the Harvard Business Review.