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The investment model of commitment, originally described by Caryl E. Rusbult, is a predictive psychological theory that aims to explain why people remain in relationships. Its tenants are based primarily on those of interdependence theory , created by Harold Kelley and John Thibaut . [ 1 ]
Caryl E. Rusbult was a professor and chair of the Department of Social and Organizational Psychology at the Vrije Universiteit in Amsterdam, Netherlands. She died from uterine cancer on January 27, 2010. Rusbult received her B.A. in Sociology from UCLA (1974) and Ph.D. in Psychology from the University of North Carolina at Chapel Hill (1978).
The investment model proposed by Caryl Rusbult is a useful version of social exchange theory. According to this model, investments serve to stabilize relationships. The greater the nontransferable investments a person has in a given relationship, the more stable the relationship is likely to be.
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Social investment theory argues that such changes in personality traits is due to the establishment of individuals' own social lives into which they invest (social investment principle). This perspective assumes the development of identities through psychological commitments to social institutions in the form of social roles, which offer ...
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A "free" trial is another related concept in which customers are allowed to use a product, free of charge, for a limited time. [ 29 ] When a software monopoly has a strong network effect, it may be more profitable for it to offer a "free" trial. [ 30 ]
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