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The author provides a conceptual framework for understanding differences among prosocial, individualistic, and competitive orientations, Whereas traditional models conceptualize prosocial orientation in terms of enhancing joint outcomes, the author proposes an integrative model of social value orientation in which prosocial orientation is understood in terms of enhancing both joint outcomes and equality in outcomes. Consistent with this integrative model, prosocial orientation (vs. individualistic and competitive orientarions) was associated with greater tendencies to enhance both joint outcomes and equality in outcomes; in addition, both goals were positively associated (Study 1). Consistent with interaction-relevant implications of this model, prosocial orientation was strongly related to reciprocity. Relative to individualists and competitors, prosocials were more likely to engage in the same level of cooperation as the interdependent other did (Study 2) and the same level of cooperation as they anticipated from the interdependent other (Study 3).

The pursuit of joint outcomes and equality in outcomes: An integrative model of social value orientation.