to get much from them, and persons that get much from others are under pressure to give much to them. This process of influence tends to work out at equilibrium to a balance in the exchanges. For a person in an exchange, what he gives may be a cost to him, just as what he gets may be a reward, and his behavior changes less as the difference of the two, profit, tends to a maximum ("Theories Used in Research"). 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 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. Lévi–Strauss uses a 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. 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. Relationships Throughout the theory, one can also end up losing relationships that were already established because the feeling of no longer being beneficial. One feels as if there is not longer a need for a relationship or communication due to lack of rewards. Once this happens, the process of looking for new partners and resources occurs. This allows a continuation of networking. One may go through this process quite frequently. A study applied this theory to new media (online dating). The study discovers the different factors involved when an individual decides to establish an online relationship. Overall the study followed the social exchange theory's idea, "people are attracted to those who grant them rewards". Another example is Berg's study about development of friendship between roommates. The research found how social exchange processes changed during the year by measuring self disclosure. According