Paying It Forward: Greed and Generosity in Upstream Reciprocity

Kurt Gray, Harvard Business School, USA
Adrian Ward, Harvard Business School, USA
Michael Norton, Harvard Business School, USA
What happens when people are victims of greed or recipients of generosity and have the chance to be kind or cruel to someone entirely different – to pay it forward? In two experiments, people paid forward greedy divisions of both money and labor but not generous divisions.
[ to cite ]:
Kurt Gray, Adrian Ward, and Michael Norton (2011) ,"Paying It Forward: Greed and Generosity in Upstream Reciprocity", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.