Social Matching over Multiple Reinforcement Domains: An Explanation of Local Exchange Imbalance

A Behavior Analysis of Individuals' Use of the Fairness Heuristic When Interacting With Groups and Organizations

“…When an offer is unfair enough, the potential long-term consequences of finding new, fair partners outweigh the immediate costs associated with rejecting the offers of unfair partners and looking for new partners. In addition, research on matching effects suggests that, because multiple levels of contingencies are simultaneously operating, apparent situations of inequity or exchange imbalance in social situations may be local imbalances with equity evident at a more molar level of analysis (Gray, Griffith, Von Broembsen, & Sullivan, 1982). This interpretation is consistent with Killeen's (1972) observation that the apparent failure of matching at the local level suggests there are additional conditions going unnoticed and that the law is operating on a broader basis.…”

On the Matching Phenomenon in Courtship

“…Strong predictability of the original matching law in human social behavior has been demonstrated by many researchers (e.g., Bradshaw, Ruddle, & Szabadi, 1981;Epling & Pierce, 1983;McDowell, 1981McDowell, , 1988Myerson & Hales, 1984). Additionally, the applicability of the extended matching law in theories of human choice behavior has also been recognized widely in sociological studies of choice behavior (e.g., Gray, Griffith, Sullivan, & von Broembsen, 1982;Gray & Stafford, 1988;Gray, Stafford, & Tallman, 1991;Gray & Tallman, 1984;1987;Stafford, Gray, Menke, & Ward, 1986). …”