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Social motives are viewed to operate within a context where there is interdependence between own and other's outcomes and strategies. Four principal motives are considered: own, relative, joint and other gain maximization. These correspond respectively to individualism, competition, cooperation and altruism. A geometric model is described for characterizing the preceding motives as well as various combinations of them in terms of joint preferences for own and other outcomes. In addition, several research strategies for assessing these motives are presented. Finally, a number of social contexts are noted that vary in terms of their being more or less likely to elicit particular motives or combinations thereof.
Charles G. McClintock (Fri,) studied this question.
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