The validity of the principle of self-interest is one of the foundations of economic theory. Franchising, as a specific form of economic interaction, is primarily viewed as a means of profit maximization. However, this perspective reveals gaps in the explanation regarding contract design and behaviors within franchise systems. Andreas Kirst presents findings from experimental economic research and behavioral psychology that highlight the significance of social preferences, reciprocity, and fairness for human behavior, and demonstrates their explanatory power in franchising. Through empirical analyses, he examines the effects, manifestations, and influencing factors of social preferences from the franchisor's side and explains what, from the franchisee's perspective, most determines individual success in their subjective perception.