SOCIAL EXCHANGE THEORY - AN INTEGRATIVE APPROACH TO SOCIAL CONFORMITY

Theoretical and research studies of social conformity are reviewed and integrated through a revised social exchange model. The concept of utility is discarded from the basic economic model in favor of a revealed preference, and this approach is then applied to the existing work on social conformity and approval. The behavior of Ss in conformity and approval studies is assumed to reflect a preference in the manner done in economics. Predictions made from the exchange model are found to be consistent with the existing knowledge about conformity. It is concluded that exchange theory provides a useful vehicle for data integration and generation of new hypotheses about social conformity. The model allows for the process of social conformity to be considered in dynamic terms, treating the influence source and influenced person simultaneously. (7 p. ref.) (PsycINFO Database Record (c) 2006 APA, all rights reserved). © 1968 American Psychological Association.