Does Social Value Orientation Theory Apply to Social Relations?

This research asks whether Social Value Orientations (SVOs) apply to the social relations of exchange networks. SVO literature identifies three types of orientation to rational action, determined by how actors value outcomes to self and other. Only the individualist is the self-interested, rational actor previously seen in exchange networks. The prosocial actor seeks to maximize joint outcomes and equality whereas the competitor seeks to maximize differences between self and other. The competitor and individualist are frequently collapsed into a proself type. Whereas SVO research has focused on games and social dilemmas, this research places prosocials and proselfs in equal, weak, and strong power exchange structures. We show that, if SVO applies, the behaviors of proself and prosocial will be very different. Experimental results demonstrate, however, that prosocials' actions in exchanges are indistinguishable from activities of proselfs.