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.

中文翻译：

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成为或不成为（典型）：评估模式的异质性及其对组织的影响

在市场中，个人使用三种主要的评估模式来根据收到的组织线索对组织进行分类和评估：基于原型、基于示例和基于目标的评估。本文从个体受众成员在接收到预期的组织线索时使用基于原型的评估作为默认评估模式的前提出发，推导出一个理论，将意想不到的组织线索与个体受众成员从基于原型的评估切换到任一示例的可能性联系起来。基于或基于目标的评估。个体受众成员在模式之间的切换，我们称之为评价模式异质性，导致他们对典型组织相对于非典型组织的评价发生变化。