| This article reviews research pertaining to use of social validity and presents a rationale for expanding the conceptualization and use of this construct. It is proposed that the degree to which obtained treatment gains maintain across time within natural contexts be considered as a primary indicator of social validity. Traditional forms of social validation?subjective evaluation and normative comparison?are presented as measures that, when used within the framework of maintaining behavior change, form an iterative and heuristic process in which behavior change goals, procedures, and outcomes are altered to increase and/or sustain their social value. Procedural guidelines for research using maintenance as the benchmark of social validity are discussed. |