Journal of Marketing Behavior > Vol 1 > Issue 2

In Defense of (Traditional) Normative Standards

Shane Frederick, Yale University, USA, shane.frederick@yale.edu
 
Suggested Citation
Shane Frederick (2015), "In Defense of (Traditional) Normative Standards", Journal of Marketing Behavior: Vol. 1: No. 2, pp 167-174. http://dx.doi.org/10.1561/107.00000008

Published: 21 Oct 2015
© 2015 S. Frederick
 
Subjects
Behavioral Decision Making
 

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In this article:
In Defense of (Traditional) Normative Standards
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Abstract

I argue that adherence to normative principles fosters substantive rationality and that departures from these principles represent defects in the decision maker, rather than defects in the principles.

DOI:10.1561/107.00000008