Marketing in contemporary society is undergoing a shift in its foundational beliefs, including those concerning how the discipline treats customers. In this article, we present marketing educators with new ways of thinking about customers and challenge core marketing concepts by leveraging an elevated marketing perspective. We provide a roadmap to…

Although directly related to students' everyday lives, the abstract and even intimidating nature of relational theories often bars students from recognizing the immediate relevance to their relationships. The theories of symbolic interactionism, social exchange, relational dialectics, social penetration, and uncertainty reduction offer students…

For more than 2000 years, Confucian teaching has had tremendous influence on the history, politics, economy, and culture of East Asian countries and regions. Despite the rapid growth in gross domestic product (GDP), people's standard of living, and economic advancements, Confucian Asia continues to adhere to the Confucian cultural values that they…

Inherent to all social exchange relations are elements of both cooperation and competition. We develop and test a theoretical model which proposes that the relative salience of the competitive, conflictual elements of exchange mediate and explain the negative effects of negotiated exchange, as compared with reciprocal exchange, on actors'…

The microeconomic theory relating to utility and cost is applied to the "risk," and the possible "payoff" relative to relationships with others. A good measure of utility is the need or want-satisfying power of an alternative. For the analysis of interpersonal relationships, the needs delineated by Maslow (i.e. food, shelter, belongingness, love,…

Policymaking has been studied from a variety of conceptual perspectives. The political bargaining model, used in conjunction with the broader systems framework, constitutes a familiar approach to research regarding education policymaking at the state level. This paper focuses on the conceptual implications of a study which applied that approach to…