We affiliate to understand the world and ourselves better (social validation) I need social validation to test the truth/validate my perspective. Efficacy: sense of competence, ability to control the environment. Enhancement: ability to enhance ourselves by socializing with successful people because i want to be successful. In eastern culture, rather than enhancing the self, they become very empathetic towards themselves. Developing time, context is what leads to trust. Arranged marriages: individualistic assumptions: a person will only love someone that they"ve chosen. Love is a choice, based on a unique connection. A marriage with no love is bound to be miserable. In collectivistic cultures, marriage is not regarded as a union of 2 individuals, rather it is a union of 2 families. Love is assumed to grow out of marriage. Love is sanctioned only between certain partners. Sanctioned love can act as important social glue.