Interesting question Curtis, my initial reaction was somewhat similar.
It seems to me that an instrumental approach would be more popular and effective.
But I thought about it again and did some online reading - found an interesting example on Harvard Business Review.
Instrumental control is designed to reward/punish you for good/bad behavior, and of course, influence you to do the right thing.
Banks say to avoid late fees you must pay your bills on time - as long as you do, you are free from charges. Instrumental.
However, there is a normative side - if you miss a payment or carry a balance fees/fines will be enforced.
I can't help but think of how parenting styles are impacted based on the behavioral controls parents utilize.
