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Embedded Markets, Communities, and the Invisible Hand of Social Norms

Indian Institute of Management, Calcutta

Janeen Arnold Costa

University of Utah

The authors'ethnographic work on social norms is intended to unravel the noninstrumental core of embedded markets. In offering a theory of "the invisible hand of social norms," the authors show that consumer and seller behavior have expressive, moral, and emotional underpinnings that cannot be understood without a broader conceptualization of human motives and actions. This ethnography provides a rich understanding of the role of community and the behavioral dimensions of markets, which in turn helps deconstruct the current axiomatic treatment of transaction-centric markets and to reconstruct the market as a socially embedded institution in which community ties are formed and sustained.

Key Words: social norms • embeddedness • marketing systems • community • relational exchanges

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