_____ is a theory about the fairness of exchanges between individuals, which helps in understanding consumer satisfaction and dissatisfaction.
A) Schematic theory
B) Conflict theory
C) Equity theory
D) Functionalist theory
E) Social learning theory

Question

Quizplus · Accepted Answer

Equity theory proposes that individuals compare their inputs and outcomes (such as effort, time, money) in a social exchange with the inputs and outcomes of others involved in the exchange, and if they perceive an imbalance in this comparison, they will experience dissatisfaction. Therefore, this theory helps in understanding consumer satisfaction and dissatisfaction in terms of their perceived fairness in relational exchanges with firms.

_____ Is a Theory About the Fairness of Exchanges Between