Reframing translational norm theory through 4EA cognition

Douglas Robinson*

*Corresponding author for this work

Research output: Contribution to journalJournal articlepeer-review

5 Citations (Scopus)


Norm theory was invented in 1986, by Daniel Kahneman and Dale T. Miller, as a decision-science subdiscipline of psychology, but with close connections with emerging embodied, embedded, enactive, extended and affective (4EA) cognitive science. Notably, they gave affective response a key role in marking not only the intensity but the cognitive load of norm-formative decision-making. a few years later, in the early 1990s, Gideon Toury, Andrew Chesterman, and other translation scholars began to theorize translational norms-with a very different model that apparently owed nothing to Kahneman and Miller's pioneering work. In translational norm theory, norms are established based on the rational work of competent professionals, and anyone who doesn't simply obey those norms cannot be considered a professional. This article rethinks translational norm theory using not only Kahneman & Miller but the later convergence of Merleau-Ponty's lived experience with cognitive science in 4EA cognition.

Original languageEnglish
Pages (from-to)122-142
Number of pages21
JournalTranslation, Cognition and Behavior
Issue number1
Publication statusPublished - 13 May 2020

Scopus Subject Areas

  • Communication
  • Language and Linguistics
  • Linguistics and Language

User-Defined Keywords

  • 4EA cognition
  • Affect
  • Counterfactuals
  • Icosis
  • Norms


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