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Social exchange theory
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===Anthropology=== Other applications that developed the idea of exchange include field of [[anthropology]] as evidenced in an article by Harumi Befu, which discusses cultural ideas and [[social norm|norms]]. Lévi-Strauss is considered as one of the major contributors to the anthropology of exchange. Within this field, self-interest, human sentiment and motivational process are not considered.<ref name="Befu1977" /> Lévi–Strauss uses a [[Collectivism and individualism|collectivist]] approach to explain exchanges. To Lévi-Strauss, a social exchange is defined as a regulated form of behavior in the context of societal rules and norms. This contrasts with psychological studies of exchange in which behaviors are studied ignoring the culture. Social exchanges from the anthropological perspective have been analyzed using the gift-giving phenomena. The concept of reciprocity under this perspective states that individuals can directly reward his benefactor or another person in the social exchange process.<ref>{{cite journal |jstor=256704 |pmid=10134637|title=Citizenship Behavior and Social Exchange|journal=Academy of Management Journal|volume=37|issue=3|pages=656–69|year=1994|last1=Konovsky|first1=M. A.|last2=Pugh|first2=S. D.}}</ref> Lévi-Strauss developed the theory of cousin marriage based on the pervasiveness of gift-giving in primitive societies. The basis of this theory is the distinction between restricted exchanges, which is only capable of connecting pairs of social groups, and generalize exchange, which integrates indefinite numbers of groups.<ref name="Befu1977" />
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