Looking Forward, Looking Back: How Communal Orientation and Perceived Impact Influence Paying It Forward

Narayan Janakiraman, University of Texas at Arlington, USA
Zhiyong Yang, University of Texas at Arlington, USA
Karen Page Winterich, Pennsylvania State University, USA
Do people “look forward” or “look back” when paying it forward? We find that those with high communal orientation look forward and are sensitive to recipients’ needs. Those with low communal orientation, on the other hand, “look back” and are hence less sensitive to recipients’ needs.
[ to cite ]:
Narayan Janakiraman, Zhiyong Yang, and Karen Page Winterich (2015) ,"Looking Forward, Looking Back: How Communal Orientation and Perceived Impact Influence Paying It Forward", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 270-275.