According to Thibaut and Kelley, the standard by which people evaluate the rewards and costs of a relationship (in terms of what they think the relationship should bring them or what they deserve in a relationship, given what they know about other similar relationships) is called

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The concept described is known as a "comparison level" according to Thibaut and Kelley's social exchange theory. This comparison level serves as a standard for evaluating the rewards and costs of a relationship, based on what individuals believe they deserve or should receive, informed by their knowledge of similar relationships.

According to Thibaut and Kelley, the Standard by Which People