“…One side of the debate argues that the main mechanism underpinning identification and behavior (sanction or support) is familiarity with memorized prototypes and perceived similarity among a category's members (Hsu, Hannan, and Koc xak, 2009;Negro, Hannan, and Rao, 2011). The other side stipulates that, in business situations, category evaluation resembles a satisfaction principle by which an audience looks for elements offered by the entities that best fit its needs (Paolella and Durand, 2016;Zuckerman, 2017). Consistent with the former account, we find that regulatory support is significantly less likely when members' identities do not accord with the industry category's identity, rendering the category incoherent.…”