<u>Social Exchange</u> is to one's current partner as <u>Equity</u> is to a possible future partner.
The main theory of social interaction in the social sciences is called social exchange theory. Emerson, Homans, and Blau were the main theorists who created the initial theories of social trade. Extension of their research into the study of power and dependency, social networks, reciprocity, fairness, social cohesion, and solidarity are some of the theoretical and empirical advancements.
As equity is to a potential future partner, social exchange is to one's current relationship. Research on social capital, particularly work on networks, norms, and trust, has clear connections to the social exchange work done in sociology. Cook, Friedkin, Lawler, Molm, Willer, Yamagishi.
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It is important for producers to conduct market research because if producers are able to know and get an understanding of what consumers will buy, they will be able to know what products they can sell. Producers will know the wants and needs of consumers by conducting market research and so they can make plenty of sales and allow their business to grow.