Moral Responsibility and Paying It Forward: the Effects of Social Distance and Queue Length on Paying Forward Generosity

Zhiyong Yang, University of Texas at Arlington, USA
Narayan Janakiraman, University of Texas at Arlington, USA
Morgan K. Ward, Southern Methodist University, USA
This paper explores how perceived moral responsibility affects paying forward positive outcomes to socially close vs. distant others. When queues are short, people pay forward positive outcomes to both close and distant others. When queues are long, people pay forward positive outcomes to close others moreso than to distant others.
[ to cite ]:
Zhiyong Yang, Narayan Janakiraman, and Morgan K. Ward (2015) ,"Moral Responsibility and Paying It Forward: the Effects of Social Distance and Queue Length on Paying Forward Generosity", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 270-275.