9F Breadth Or Depth? Explore the Favor Budgeting Effect

Three studies show that favor givers care more about the breadth than the depth of favor exchange and tend to give favors to more receivers rather than fewer receivers. Moreover, the effect is more salient when the relationship between the favor giver and receiver is distant.



Citation:

Dongin He, Fei Xu, and Yuwei Jiang (2019) ,"9F Breadth Or Depth? Explore the Favor Budgeting Effect", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 973-973.

Authors

Dongin He, Hong Kong Polytechic University, China
Fei Xu, Hong Kong Polytechic University, China
Yuwei Jiang, Hong Kong Polytechic University, China



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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