SOCIAL EXCHANGE &
RELATIONSHIPS
• Exchange tangible and intangible rewards in a
relationship
• Love is linked to exchange of rewards
• Become more committed when it is perceived that
the value of each persons outcomes equal or
proportional to the value of our investments
• Equity is valued
• But, Equity may be destabilizing as it
recognizes status differentials, and
• therefore, people in relationships do not have
the same value
• Relationships develop because rewards are
reinforcing and are greater than costs
INTERDEPENDENCY
• Rewards must promote interdependency for relationship
to progress to more intimate levels
• Interdependence -- extent to which one’s outcome’s -returns-- depend on outcomes received by partner, and
• degree to which each one’s profits are greater than likely
in another relationship.
Self Interest Anchors
Relationships
We seek out those we anticipate will be rewarding
•
• We need to provide rewards to get rewards
• Reciprocity of rewards important
• Seek out only those partners who are:
– a) “attractive” to us
– b) likely to reciprocate
 Relationships often fail to progress beyond initial
encounters because
 Types of rewards are readily available from a number of
sources (e.g., approval for information)
 Not profitable enough to assume cost of increased
involvement
WHAT IS A REWARD?
• Don’t always know in advance - often ex post facto - tautology - a
reward is rewarding
• “Rewards” can be costs as well (e.g., assistance from another)
• Social Approval is not always rewarding (e.g., compliments from
unappealing person)
• How are values determined? How much love; how much
information?
WHAT IS FAIR?
• Does fair mean Equitable?
• What is equitable?
• What Decision Rules might define
equitable?
Fairness Decision Rules
 Maximize joint profits (Cooperative Behavior)
 Maximize other’s profits (altruism)
 Maximize difference between own & other’s profits (e.g., elites)
 Keep relative distance the same (status consistency)
 Contribution rule (outcomes match contribution)
 Need Rule (outcome matches needs)
 Equality (divide equally)
Limitations of Social Exchange
Theories
• Are people really that self-interested?
– Is altruism really self-interest
• Are people really that calculating
– assumes active and highly aware
• Are people that goal oriented?
– assumes intent to maximize profits
– assumes we interact because others control
valuables/necessities
– assumes to induce rewards must give rewards