Humana's multi-year pacts could be attractive to customers

What do you think is the single most influential factor in determining with whom you become friends and whom you form romantic relationships? You might be surprised to learn that the answer is simple: the people with whom you have the most contact. This most important factor is proximity. You are more likely to be friends with people you have regular contact with. For example, there are decades of research that shows that you are more likely to become friends with people who live in your dorm,...

We have discussed why we form relationships, what attracts us to others, and different types of love. But what determines whether we are satisfied with and stay in a relationship? One theory that provides an explanation is social exchange theory. According to social exchange theory, we act as naïve economists in keeping a tally of the ratio of costs and benefits of forming and maintaining a relationship with others (Rusbult & Van Lange, 2003).

As formulated by John Thibaut and Harold Kelley, Social Exchange Theory explains human relationships as economic-like exchanges that maximize rewards and minimize costs. This theory suggests that individuals engage in relationships to gain benefits and reduce burdens, similar to economic transactions. It has been widely applied to various types of relationships, including romantic, professional, and social interactions.Rewards and Costs in RelationshipsRelationship rewards include emotional...

Researchers have tested many persuasion strategies, including the foot-in-the door and the door-in-the-face techniques, in a variety of contexts. Ultimately, the principles are effective in selling products and changing people’s attitude, ideas, and behaviors (Cialdini & Goldstein, 2004).

Various factors, including the type of relationship, gender, and duration of the relationship, influence the perception of desirable characteristics in others. While certain traits such as trustworthiness, cooperativeness, agreeableness, and extraversion are universally valued across all relationships, other characteristics are context-dependent and gain prominence based on specific relational dynamics.Universal and Context-Dependent TraitsTrustworthiness and cooperativeness are fundamental...

Reciprocity in attraction is fundamental to social and romantic relationships, shaping how individuals form and maintain connections. The psychological principle underlying this phenomenon is that people tend to like those who express liking toward them. Balance theory supports this tendency, suggesting that mutual attraction fosters psychological harmony, whereas one-sided affection leads to discomfort and cognitive dissonance.The Psychological Mechanisms Behind ReciprocityWhen individuals...