Normative Goal Frame or Gain Goal Frame; Big Gap or Smart Overlap? =Cadre normatif ou cadre de gain; Grand décalage ou superposition intelligente?

摘要

Could new economic models (e.g., collaborative, sustainable) promoting a normative goal frame match with the profit maximization view? The goal-framing theory (Lindenberg et al., 2007) and specifically the normative overarching goal as a self-regulatory device to frame the mind and action will be used as the theoretical framework. This theory will be the foundation to observe how new collaborative and sustainable economic model proposals by emphasizing on normative goal, well-being of workers and purpose given to the activities of a corporation will optimize the profit imperative obliquely. The paper will reveal the importance of the context and the levels of analysis supported by the goal-framing theory and the commons (Ostrom, 1990). In expanding the level of analysis in collaborative environments (the "us"), the normative goal finds its legitimacy being high on equality which leads us to the efficiency of lateral power forces. The importance of the cues in the environment and the behaviors leading to the set goal will be analyzed. To conclude,---for the possibility to support well-being at work and purpose so important for workers motivation while serving efficiently the profit imperative. My findings are that the larger the community participating to the normative goal, the higher its quality and that both normative goals and gain goals may coexist while prioritizing efforts on the people (well-being) and purpose in groups, corporations and society.