normative control
The power of norms in shaping behaviour, often in ways that go unnoticed. Normative control is reflected in how we discipline ourselves, giving the appearance of us choosing to behave in a certain way. It operates through the internalization of norms that control our choices but which we take for granted. For example, if we choose to work long hours, it can be perceived as our choice to do so, but it may be shaped by the normative expectation that the ideal worker is committed to their work and always meets deadlines. If we consider this ‘normal’, we may extend our working day without recognizing how this norm has influenced our decision and fully appreciating the alternatives available to us. Normative controls are found in groups (such as team norms) and organizational culture (the shared beliefs about how people should behave) as well as at the societal level.... ...
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