Successive U.S. administrations assumed that these arms control agreements would create "international norms" that would govern the behavior of all.

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Normative control refers to systems where behavior is regulated by culture and norms.

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My friends who study advertising as both a reflection and shaper of cultural norms would not disagree with my impression: We talk about the death of command and control leadership, and praise the rise of a new, more collaborative, breed of leader.

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