When Do People Pay It Forward: the Positive Effect of Disclosing Help Provider’S Name on Generalized Reciprocity

What factors determine people’s likelihood of engaging in generalized reciprocity after receiving help from a stranger? Five studies showed that compared to receiving help from an anonymous person, merely knowing the name of the help provider increases the help recipient’s tendency to engage in subsequent prosocial behaviors.



Citation:

Yunqing Chen and Leilei Gao (2020) ,"When Do People Pay It Forward: the Positive Effect of Disclosing Help Provider’S Name on Generalized Reciprocity", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 278-279.

Authors

Yunqing Chen, Chinese University of Hong Kong, China
Leilei Gao, Chinese University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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