Do the Word Choices in Your Company Code of Conduct Matter?

Source: Needpix.com

Maryam Kouchaki, Francesca Gino, and Yuval Feldman have conducted a fascinating series of studies regarding company codes of conduct. These scholars examined many different codes of conduct. They noticed many similarities with regard to content. In other words, companies tend to prohibit the same types of misbehavior, as well as encourage the same types of positive conduct. However, the researchers found that word choices differed in at least one important way. Some codes of conduct employed "communal" words such as "we" and "us." Other codes spoke in more formal language: "Employees should not..."

Did these word choices matter? Initially, the researchers hypothesized that communal words would encourage more ethical behavior. Surprisingly, though, their research found the exact opposite! Through a series of experimental studies, Kouchaki, Gino, and Feldman discovered that people tended to engage in more unethical behavior when given a code of conduct including many communal words and phrases. 

The scholars then examined corporate misbehavior. Here's what they found, according to this description of their research by Kellogg Insight:

Finally, the team wanted to test whether communal language was linked to acts of corporate misbehavior in the real world. So the researchers examined codes of conduct from 188 S&P 500 manufacturing firms. They also looked up news articles about bad behavior at those companies, such as employees committing fraud or breaking environmental laws, and found 873 such violations from 1990 to 2012. Employees at companies with “we” language were more likely to act unethically.

What explains this surprising result? Kouchaki offers one interesting potential explanation: she argues that communal language create a situation in which, “the group is being seen as forgiving and tolerant." In those situations, perhaps individuals do not believe that unethical or inappropriate conduct will be punished in a substantial manner. If people believe that the response to bad behavior will be "soft" then perhaps they will be more likely to misbehave. The scholars don't argue that we should avoid trying to create a communal atmosphere, but they do prescribe a clear emphasis on an intolerance for inappropriate and unethical behavior, and a clear message that misconduct will be handled seriously and substantively.