The Effectiveness of Reciprocity Appeals in Economic Booms and Busts

In a series of experiments, we demonstrate that: (1) chronic concerns about resource scarcity (low socioeconomic status) predict increased reciprocity, (2) manipulating resource scarcity enhances the effectiveness of reciprocity appeals, (3) this relationship is mediated by gratitude, and (4) is moderated by the type of relationship between exchange partners.



Citation:

Andrew Edward White, Andrea C. Morales, and Douglas T. Kenrick (2014) ,"The Effectiveness of Reciprocity Appeals in Economic Booms and Busts", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 215-219.

Authors

Andrew Edward White, Arizona State University, USA
Andrea C. Morales, Arizona State University, USA
Douglas T. Kenrick , Arizona State University, USA



Volume

NA - Advances in Consumer Research Volume 42 | 2014



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