Noise may also be introduced because it is possible that the managers of a company may not correctly perceive society's perceptions of it. Furthermore, because there is no standard measure of perception it is possible that perceptions by company managers of society's perceptions of their company will not be uniform even when and if the company commissions research on society's perceptions[4]. Another consequence of the lack of a standard measure is that, whether or not a particular legitimacy problem exists, managers perceiving a problem will act as if it exists. Managers might even react to a non-existent problem. Even if a threat to legitimacy is known to exist, individuals have been shown to react inconsistently to it (Slovic el al., 1980; Thaler, 1987)..