The recoding of social orientations with ranking and pair comparison procedures

Abstract

Abstract Ranking and pair comparison methods are proposed for the recording of individual social orientations. The experimental data were analysed with random utility models that were specially developed by the authors. The utility functions used contain almost all the social motives discussed in the literature as special cases. In order to classify the subjects into classes of similar social orientation, a procedure was proposed that was based on the particular utility function. The experiments were carried out with 144 subjects. The proposed recording methods and analysis procedures proved to be suitable. Results showed that not only simple social Orientation, such as individualism, competition, etc., could be observed in the subjects, but that orientations with more complex utility functions could also be found that have not previously been reported in the literature. The classification of the orientations using both methods showed a high level of agreement.

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