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
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.