Marketing

1. Theoretical Perspectives of
Relationship

2. Social Penetration Theory
• Formulated by Profs. Irwin Altman and Dalmas
Taylor.
• Dynamics of closeness of relationship.
• Closeness in a relationship occurs through a
gradual process of self-disclosure.
• Closeness develops if the participants proceed in
a gradual and orderly fashion – from superficial
to intimate levels of exchange.

3. • Self-disclosure:
–Act of revealing more about individuals
both conscious and unconscious levels.
–Referred to in terms of breadth and
depth.
–Depth = units of layers – multi-layered
human personality – onion analogy.
–Different emotional levels.

4. CORE – INVISIBLE
PRIVATE DOMAIN –
Values, Self-Concept,
and Deep Emotions.
Profound impact on
areas of life which lie
closer to surface.
Private Information --
Likings, Dis-likings,
Beliefs, Faith…
Public Self – Weight, Age,
Gender, Height
PUBLIC INFORMATION
Layers of human personality

5. • SPT says – humans even without thinking
about it weigh each relationship and
interaction with another human on a Reward-
Cost-Scale.
INTERACTION SATISFACTORY
REALATIONSHIP
FAVOURABLE
INTERACTION UNSATISFACTORY
REALATIONSHIP
Evaluated as
COST-REWARD

6. Stages of Social Penetration
ORIENTATION STAGE
EXPLORATORY AFFECTIVE STAGE
AFFECTIVE STAGE
STABLE STAGE
DEPENETRATION

7. • PEOPLE PLAY SAFE – SMALL TALK AND SIMPLE
HARMLESS CLOTCHES.
• HOW ARE YOU?
• WEATHER REPORT OF THE DAY
• COMMENTS ON WEATHER – HOT OR COLD
DAY
• IT MAY RAIN TODAY
ORIENTATION STAGE

8. • WE START REVEAL OURSELVES
• EXPRESSING PERSONAL ATTITUTDE ABOUT
MODERATE TOPICS – GOVT., EDN.
EXPLORATORY AFFECTIVE STAGE

9. • DISCUSSION IS GRADUATED TO PRIVATE AND
PERSONAL MATTERS.
• CRITICISM AND ARGUMENTS MAY ARISE.
• MAY GET INTIMATE AND PHYSICAL.
AFFECTIVE STAGE

10. • PERSONAL THINGS ARE SHARED.
• PHONE CALLS, SMSs.
STABLE STAGE

11. • COST EXCEEDS BENEFITS
• RELATIONSHIP STARTS TO BREAK DOWN
• WITHDRAWL OF DISCLOSURE – TERMINATION
OF RELATIONSHIP
• BITCHING-DITCHING – MENTAL ITCHING
DEPENETRATION

12. • BREADTH AND DEPTH
• BREADTH – NO. OF TOPICS ONE TALKS ABOUT
• DEPTH – DEGREE OF PERSONALNESS WITH
WHICH PEOPLE PURSUE THE TOPIC.
• INSURANCE AGENT.