Culture v. rewards

This article from AP reports that the City of LA is suing Wells Fargo. Wells Fargo states that 

1. "'Wells Fargo's culture is focused on the best interests of its customers and creating a supportive, caring and ethical environment for our team members'" and 
   
2. its customers have, on average, "more than six products per household".
   

The lawsuit claims that

1. "Wells Fargo executives pushed employees to sell more than 10 products to customers based on whether they were a regular customer, had wealth-management accounts or were a business owner".
   
2. "Branch employees had to sell a certain number of financial products each day, according to the complaint, even if there wasn't the foot traffic available to meet those quotas. Employees were also encouraged to sell multiple products to family members and friends to meet quotas".
   

Which determines culture more: slogans or incentives?

Labels: Rational Actor Paradigm, Aligning interests