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.
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.
Dongin He, Hong Kong Polytechic University, China
Fei Xu, Hong Kong Polytechic University, China
Yuwei Jiang, Hong Kong Polytechic University, China
NA - Advances in Consumer Research Volume 47 | 2019
Market Structure and Firm Engagement in Divisive Political Issues
Chris Hydock, Georgetown University, USA
Neeru Paharia, Georgetown University, USA
Sean Blair, Georgetown University, USA
An Idea Opposed to Another Idea is Always the Same Idea: Reconsidering the Materialistic Aspects of Voluntary Simplicity
Mathieu Alemany Oliver, Toulouse Business School
Justyna Kramarczyk, Adam Mickiewicz University in Poznan
Deny the Voice Inside: Are Accessible Attitudes Always Beneficial?
Aaron Jeffrey Barnes, University of Illinois at Urbana-Champaign, USA
Sharon Shavitt, University of Illinois at Urbana-Champaign, USA