Is It About Giving Or Receiving? the Determinants of Kindness and Happiness in Paying It Forward

Three studies examined two forces behind paying-it-forward: reciprocation and generosity. In the absence of direct social pressure, generosity had a stronger influence on behavior than reciprocation. However, giving did not make people feel happier than receiving a kind act. Gift-givers and receivers displayed asymmetric beliefs about their and others’ happiness.



Citation:

Minah H. Jung, Leif D. Nelson, and Silvia K. Kurtisa (2015) ,"Is It About Giving Or Receiving? the Determinants of Kindness and Happiness in Paying It Forward", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 270-275.

Authors

Minah H. Jung, New York University, USA
Leif D. Nelson, University of California Berkeley, USA
Silvia K. Kurtisa, Georgetown University, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



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