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.


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.


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


NA - Advances in Consumer Research Volume 43 | 2015

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