perceive our ratio to be equal to that
of the relevant others with whom we
compare ourselves, a state of equity
is said to exist. We perceive our sit-
uation as fair—that justice prevails.
When we see the ratio as unequal,
we experience this as inequity.
Imagine that you wrote a case
analysis for your marketing professor
and spent 18 hours researching and
writing it up. Your classmate spent 6
hours doing her analysis. Each of you
received a mark of 75 percent. It is
likely that you would perceive this as
unfair, as you worked considerably
harder (i.e., exerted more effort) than
your classmate. J. Stacy Adams has pro-
posed that those experiencing inequity
are motivated to do something to cor-
rect it.^42 Thus, you might be inclined
to spend considerably less time on your next assignment for your marketing professor.What Happens When We Feel Treated Inequitably?
When individuals feel that they have been treated
inequitably, they generally act to reduce that inequity. Based
on equity theory, they can be predicted to make one of six
choices, with some of them being more negative to the
organization than others.^43 We can illustrate these choices
by noting possible responses that quarterback Casey Printers
could have had when he compared his salary with the higher
salaries of other quarterbacks in his reference group.- Change their inputs(for example, Casey Printers could have decided to exert
less effort playing quarterback). - Change their outcomes(for example, Printers could have tried to renegotiate his
contract to get himself a higher salary). - Adjust perceptions of self(for example, Printers could have thought, “I’ve only
been in the Canadian Football League for two years. Maybe I don’t really have
the same experience as the other guys”). - Adjust perceptions of others(for example, Printers could have thought, “Anthony
Cavillo of the Alouettes has been a quarterback for a lot longer, and maybe he
deserves greater pay”). - Choose a different referent(for example, Printers could have considered what
other quarterbacks who have been in the league for only two years receive). - Leave the field(for example, Printers could hope that he would be picked up
by another team at the end of the season, which in fact is what happened
when he decided to leave the BC Lions for the Kansas City Chiefs in 2006).
Case Incident—Frustrated at Age 32on page 147 describes what happens when a
Generation Xer feels he does not have the same opportunities in the workplace as a
Baby Boomer.
120 Part 2Striving for Performance
Because of the financial crisis in
Russia, many firms do not have
money to pay their employees.
Instead of receiving a salary,
employees get paid in goods the
factories produce. Velta Company,
a bicycle maker in Russia, gives
workers one bicycle a month
instead of a paycheque. Workers
then have to sell their bikes for
cash or barter it for food. Some
workers deal with the inequity of
not getting a salary by using a dif-
ferent referent. “We are luckier
than people over at the chemical
plant,” says one Velta employee.
“At least our factory gives us
something we can sell.”
What can you do
if you think your
salary is “unfair”?