Might versus morality explored: Motivational and cognitive bases for social motives.

Two conceptual models for social motives that were suggested by the results of W. B. Liebrand et al were examined. A goal model suggests that social motive differences reflect differences in interpersonal relations such that cooperators strive for good or moral interpersonal relations, whereas individualists strive for favorable power relationships. A schema model suggests that social motive differences reflect differences in cognitive knowledge structures. Prescriptive message content and partner strategy were manipulated to test these models. The goal model predicted that the prescriptive message would affect behavior most when it was congruent with the S's own goals. The schema model predicted that a message consistent with S's schema would prime related elements of that schema and amplify the usual response to one's partner's strategy. The results generally supported the schema model for cooperators; neither model was supported for individualists.