To Be or Not to Be (Typical): Evaluation-Mode Heterogeneity and Its Consequences for Organizations
研究个体受众在收到组织信号时，会从默认的原型评价切换到范例或目标评价，这种切换导致对典型与非典型组织的估值变化，解释了市场估值研究中的矛盾发现。
In markets, individuals use three main evaluation modes to categorize and subsequently value organizations based on received organizational cues: prototype-based, exemplar-based, and goal-based evaluation. Starting with the premise that individual audience members use prototype-based evaluation as a default evaluation mode when receiving expected organizational cues, this paper derives a theory that connects unexpected organizational cues with an individual audience member’s likelihood of switching from prototype-based evaluation to either exemplar-based or goal-based evaluation. Individual audience members’ switches between modes, which we refer to as evaluation-mode heterogeneity, lead to changes in their valuation of typical organizations relative to atypical organizations. Our proposed theory has important consequences for research on valuation in markets accounting for apparently conflicting findings in prior studies, and on optimal distinctiveness.