When markets meet minds: The institutional stance resolves decades of theoretical ambiguity in behavioural economics.

Behavioural economics knows that market norms displace social norms, but has never explained why the substitution is cognitively abrupt or why some findings built on it replicate while others do not. Jara-Ettinger and Dunham's institutional stance supplies both answers: stance adoption makes the two logics genuinely incompatible, and embeddedness in real role relationships determines whether an effect survives replication.