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Differential Effects of Pay-It-Forward and Direct-Reciprocity on Prosocial Behavior

Journal Article
Coauthor(s)

Yang, Zhiyong, Narayan Janakiraman, Mehdi T. Hossain, and Douglas B. Grisaffe

Publication Date

2019

Journal/Publisher

Journal of Business Research

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Dr. Zhiyong Yang

Professor and Department Head

Department of Marketing, Entrepreneurship, Hospitality & Tourism Bryan 441-B z_yang4@uncg.edu 336-334-3763