- Clark and Mills (2011) argue that we should differentiate between the role of equity in romantic and business, casual or friendly relationships. In a meta analysis, they found that there was more evidence for equity being a deciding factor in continuing a non-romantic relationship than a romantic one. This suggests that as it is an economic theory, equity theory may be more appropriate for describing business relationships than romantic ones.
- SET/ET may be seen as culturally biased. Individual satisfaction levels are not taken into account in collectivist societies such as China where there are often arranged marriages. However, SET and ET could be adapted to these situations in saying that the families might consider profits and losses on behalf of the partners.
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