An Application of Equity Theory to Buyer-Seller Exchange Situations
An Application of Equity Theory to
Buyer-Seller Exchange Situations
The theory of cognitive dissonance posits that when an individual 's cognitive elements are inconsistent with each other, a state of cognitive dissonance exists [15,
27]. Also, it is assumed that when such a condition is present an individual develops a need to restore equilibrium [15, 27]. Dissonance may be aroused from various sources: decision making, forced compliance, exposure to dissonant information, and disagreement with others [15]. When an individual is confronted with cognitive dissonance, several modes may be used to restore consonance: inconsistency repression, bolstering, the "other" inconsistency, object modification, peer devaluation, selective exposure, and selective avoidance [27].
Equity theory involves a particular interpretation of cognitive dissonance. Equity theory postulates that persons in social exchange relationships compare with each other the ratios of their inputs into the exchange to their outcomes from the exchange. Inequity is said
*John W. Hupperlz is a doctoral candidate. Department of
Psychology, Sidney J. Arenson is Associate Professor of Psychology, and Richard H. Evans is Associate Professor of Marketing.
Syracuse University.
Parts of this article were presented at the Annual Meeting of the Eastern Psychological Association, Boston, Massachusetts,
April 1977.
to exist when the perceived inputs and/or outcomes in an exchange relationship are psychologically inconsistent with the perceived inputs and/or outcomes of the referent [I]. As in the case of cognitive dissonance, when a person perceives inequity in a social exchange relationship, a motivation develops to restore equity or balance. A person may use several possible methods for reducing inequity [1]:
1. Increase inputs if they are low in relation to outcomes and the inputs of appropriate referents.
2. Decrease inputs if they are high in relation to outcomes and the
Buyer-Seller Exchange Situations
The theory of cognitive dissonance posits that when an individual 's cognitive elements are inconsistent with each other, a state of cognitive dissonance exists [15,
27]. Also, it is assumed that when such a condition is present an individual develops a need to restore equilibrium [15, 27]. Dissonance may be aroused from various sources: decision making, forced compliance, exposure to dissonant information, and disagreement with others [15]. When an individual is confronted with cognitive dissonance, several modes may be used to restore consonance: inconsistency repression, bolstering, the "other" inconsistency, object modification, peer devaluation, selective exposure, and selective avoidance [27].
Equity theory involves a particular interpretation of cognitive dissonance. Equity theory postulates that persons in social exchange relationships compare with each other the ratios of their inputs into the exchange to their outcomes from the exchange. Inequity is said
*John W. Hupperlz is a doctoral candidate. Department of
Psychology, Sidney J. Arenson is Associate Professor of Psychology, and Richard H. Evans is Associate Professor of Marketing.
Syracuse University.
Parts of this article were presented at the Annual Meeting of the Eastern Psychological Association, Boston, Massachusetts,
April 1977.
to exist when the perceived inputs and/or outcomes in an exchange relationship are psychologically inconsistent with the perceived inputs and/or outcomes of the referent [I]. As in the case of cognitive dissonance, when a person perceives inequity in a social exchange relationship, a motivation develops to restore equity or balance. A person may use several possible methods for reducing inequity [1]:
1. Increase inputs if they are low in relation to outcomes and the inputs of appropriate referents.
2. Decrease inputs if they are high in relation to outcomes and the