People Spend More When They ‘Pay It Forward’
From UC Berkeley NewsCenter | November 26, 2013
New research from a GGSC Gratitude Dissertation Fellow sheds new light on the psychological and social forces – such as fairness, obligation, and reciprocity – that guide consumer decisions beyond getting the best deal
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http://newscenter.berkeley.edu/2013/11/26/pay-it-forward/
