Control mechanisms: instrumental and normative controls

Consumer Behavior
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Institution
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CONSUMER BEHAVIOR
Question 1
There are two types of controls are used to manage the behaviors of the customs, these controls include the normative and instrumental controls. Instrumental controls are controls that are concerned with rewarding and punishing the consumers. For example managers can use direct formal rewards and also apply penalties for certain behaviors that are exhibited by the consumers. Instrumental controls are used to determine what is good and what is bad among the consumers. Managers can as to reward good also use incentives to reward good consumers an organization (Gracia Aldaz & Zhang, 2016). On their other hand, normative controls are the subtler drivers of behaviors and these controls are based in the social beliefs and norms like pride, social approval or belonging. Normative controls uses community mechanisms to manage the behaviors of the consumers and the employees. One of the major advantages of the normative controls is that these mechanisms are relatively cheap. These controls can be established in a community free of charge. They also have low monitoring costs.
Some of the differences between normative controls and instrumental controls is the focus of managerial influence of normative controls the community while that if the instrumental controls is an individual. The negative penalties of normative controls shame and rejection while that of instruments is penalties. Instrumental controls are expensive while normative controls are cheap. Lastly, the positive benefit of normative controls is pride while the benefits of instrumental controls are rewards, inc...