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Social Exchange Theory

THEORY ELEMENTS

Rewards and Value of a Reward

Homans drew upon economics in developing his theory. In considering rewards he decided that some

of the economic terms and conceptualizations did not apply as well to social behavior. He used the phrase

“value of a reward” to emphasize the notion that any given reward might have different value to different

people. A reward of five dollars has a lot more value to a homeless person than to a millionaire. Homans’

definition of value is within the context of a social exchange and thus is different from other ways of defining

value.

Homans (1961) wrote, “A man emits a unit of activity, however that unit be defined, and this

unit is either reinforced or punished by one or more units of activity he receives from another

man or by something he receives from the non-human environment (p. 39).” Reexamining our

opening example should help you get a better handle on Homans’ definition. Driving a friend

home was your unit of activity for which you were paid and got lunch (the unit of activity

received from another) which is reward you received. Remember in our example, that you

didn’t place much value on the initial reward; so, as the value of the reward increased, you were

more willing to exchange your unit of activity (drive).

Homans’ definition allows for an extensive assortment of things to be considered rewards—

essentially anything we put value on. One implication of this is that what is valuable to one

person is not valuable to another. The value of those rewards also fluctuates over time, it is not

always the same. When you’re hungry, food has value and can be a reward, but once you’re

full, eating more is no longer rewarding—actually it has a negative value, a cost (Have you ever

had to eat two thanksgiving dinners the same day because of split family or friend obligations?

Ugh!). While young, our parents’ financial help is rewarding, but as you become more

independent and have your income, getting money from your parents is not as rewarding and

might actually frustrate you because your parents aren’t recognizing that you’re no longer a

child. To complicate this notion of rewards, you might not find the money from your parents as

rewarding, but come to appreciate the love and generosity that act represents which is rewarding

to you.

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Social Exchange Theory

THEORY ELEMENTS

Rewards and Value of a Reward Homans drew upon economics in developing his theory. In considering rewards he decided that some of the economic terms and conceptualizations did not apply as well to social behavior. He used the phrase “value of a reward” to emphasize the notion that any given reward might have different value to different people. A reward of five dollars has a lot more value to a homeless person than to a millionaire. Homans’ definition of value is within the context of a social exchange and thus is different from other ways of defining value. Homans (1961) wrote, “A man emits a unit of activity, however that unit be defined, and this unit is either reinforced or punished by one or more units of activity he receives from another man or by something he receives from the non-human environment (p. 39).” Reexamining our opening example should help you get a better handle on Homans’ definition. Driving a friend home was your unit of activity for which you were paid and got lunch (the unit of activity received from another) which is reward you received. Remember in our example, that you didn’t place much value on the initial reward; so, as the value of the reward increased, you were more willing to exchange your unit of activity (drive). Homans’ definition allows for an extensive assortment of things to be considered rewards— essentially anything we put value on. One implication of this is that what is valuable to one person is not valuable to another. The value of those rewards also fluctuates over time, it is not always the same. When you’re hungry, food has value and can be a reward, but once you’re full, eating more is no longer rewarding—actually it has a negative value, a cost (Have you ever had to eat two thanksgiving dinners the same day because of split family or friend obligations? Ugh!). While young, our parents’ financial help is rewarding, but as you become more independent and have your income, getting money from your parents is not as rewarding and might actually frustrate you because your parents aren’t recognizing that you’re no longer a child. To complicate this notion of rewards, you might not find the money from your parents as rewarding, but come to appreciate the love and generosity that act represents which is rewarding to you.

Social Rewards When rewards can only be met through interaction with another person, they are called social rewards. For example, being loved, respected, socially accepted, attractive to others, or having opinions and judgments approved by others, all depend upon other people. Rewards in social interactions include pleasure, satisfaction, gratification, and fulfillment of needs (Thibaut & Kelley, 1959). One unique property of social rewards is that we can’t really barter over most of them (Blau, 1964). While we might say something like, “If you won’t love me, I won’t love you,” such an attempt at barter isn’t really feasible. However, we do weigh the value of the social rewards we receive against the costs of a given relationship. Two people might find it rewarding to spend time together because each with such intrinsic rewards as confirmation of the one’s value, respect, and acceptance. Sometimes the rewards are more extrinsic such as helping the friend move, buying lunch, giving a gift, or providing a favor (driving the friend home). Such extrinsic social rewards usually represent costs to the people providing them; a cost which they expect or anticipate will result in a greater reward for them. Giving a friend a gift might be in hopes of increasing the other person’s attraction or affection for the gift giver. Costs Homans (1961) originally defined costs as something of value that is given up; it can also be the withdrawal of a reward, or punishment. Money is the most obvious “cost” that we exchange for some product or service, though we might also give friends money just to help them out. We also work in exchange for money which involves giving our time, energy and skills. But what about spending time with friends? What does it “cost” you to carry on a conversation? What does it “cost” you to be in a relationship? Carrying on a conversation costs you time and energy; time and energy that you might have been spent doing something else, even something more rewarding. The amount of time and energy expended in a conversation is affected by its importance and its intensity and depth. Besides costing time and energy, relationships necessitate forfeiting some of your freedom and independence. Just as with rewards varying in their value, so do costs. The value of your time varies depending upon the demands placed on your time. If you’re hanging around doing nothing and a friend stops by to play some video games with you, then the cost is not very high. If on the other hand, you’re cramming for an important exam and a friend stops by in tears after a break up, the time you spend comforting your friend represents a higher cost. Blau (1964) observed that in selecting to spend time in one relationship we forfeit the opportunity to spend time in another relationship which potentially could be more rewarding. According to social exchange theory, the costs we’re willing to expend on a relationship relates to the rewards and thus its “profit.”

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Social Exchange Theory

THEORY ELEMENTS