Establishing, relating to, or deriving from a standard or norm, especially of behaviour: 'Negative sanctions to enforce normative behaviour'.

Normative generally means relating to an evaluative standard. Normativity is the phenomenon in human societies of designating some actions or outcomes as good or desirable or permissible and others as bad or undesirable or impermissible. A norm in this normative sense means a standard for evaluating or making judgments about behaviour or outcomes. Normative is sometimes also used, somewhat confusingly, to mean relating to a descriptive standard: doing what is normally done or what most others are expected to do in practice. In this sense a norm is not evaluative, a basis for judging behavior or outcomes; it is simply a fact or observation about behaviour or outcomes, without judgment. 

Source: https://en.wikipedia.org/wiki/Normative

(✂︎ From the ongoing #JoDoesPhD words I googled this week series)