Social frameworks are more than simply products of the autonomous actions of many homo economicuses pursuing their self-interest and individuals in society are more than simply the product of their social context. Individuals and society are coevolving entities. This coevolution is reflected in changing social values: communities try to inculcate extant values into individuals, individuals act on community values based on experience to the given community. This conception of being has advantages over those proposed by Gary Becker or Robert Frank, and it is equally plausible if one accepts the sociobiological premise with which Becker and Frank begin.
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Jerry Evensky (1992) studied this question.