What type of speech act is a norm of action, when the norm is agreed upon as the conclusion of an argumentative dialogue? My hypothesis is that, whenever a norm of action is the conclusion of an argument, it should be analyzed as the statement of a norm and thus as a verdictive speech act. If the context is appropriate, and the interlocutors are sincerely (or institutionally) committed to their argumentative exchange and its conclusion, then this verdictive motivates and institutes (...) a new one with the force of an exercitive. The interlocutors’ recognition and acceptance that the new illocution has been performed lends the norm its exercitive force. (shrink)