Looking Forward, Looking Back: How Communal Orientation and Perceived Impact Influence Paying It Forward

Do people “look forward” or “look back” when paying it forward? We find that those with high communal orientation look forward and are sensitive to recipients’ needs. Those with low communal orientation, on the other hand, “look back” and are hence less sensitive to recipients’ needs.



Citation:

Narayan Janakiraman, Zhiyong Yang, and Karen Page Winterich (2015) ,"Looking Forward, Looking Back: How Communal Orientation and Perceived Impact Influence 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

Narayan Janakiraman, University of Texas at Arlington, USA
Zhiyong Yang, University of Texas at Arlington, USA
Karen Page Winterich, Pennsylvania State University, USA



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

D5. Bragging about Effort? Personal Effort Decreases Word-of-Mouth

JIEXIAN (Chloe) HUANG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More

Featured

Meat the Needs: Ahold Delhaize Sustainable Retailing Model

Darrell Eugene Bartholomew, Pennsylvania State University, USA
Maggie M Mehalko, Pennsylvania State University, USA

Read More

Featured

A10. Opting Opt-in or Out? Effects of Defaults on Perceived Control and Valuation of Personal Data

Iris van Ooijen, University of Twente

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.