How the Norm of Reciprocity Influences Sharing in Direct and Generalized Exchanges
We provide experimental evidence of how the norm of reciprocity influences sharing. Results show that the expected balance of reciprocity mediates the relationship between future giving and sharing intentions. When a norm is explicitly stated, sharing intensity decreases in generalized exchange, and sharing intentions are lower compared to balanced exchange.
Alina Geiger and Claas Christian Germelmann (2016) ,"How the Norm of Reciprocity Influences Sharing in Direct and Generalized Exchanges", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 450-451.
Alina Geiger, University of Bayreuh, Germany
Claas Christian Germelmann, University of Bayreuh, Germany
NA - Advances in Consumer Research Volume 44 | 2016
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