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This study examines and supports the hypothesis that cultivating a giving culture makes people more willing to share counter-normative ideas as compared to those not engaged in such a culture, regardless of their existing giver/taker tendency measured by the Give & Take scale. A giving culture was manipulated using Adam Grant’s Reciprocity Ring, an exercise that employs the pay-it-forward principle. Results showed that participants who underwent the Reciprocity Ring were more likely to share counter-normative ideas with others in their group than those who did not. Implications of the findings are discussed.


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19 Jul 2022
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  • Alternative title
    • Does Cultivating a Giving Culture Make People More Willing to Share Counter-Normative Ideas?

  • Journal title
    • International Social Science Review

  • Volume
    • 97

  • Issue
    • 1

  • Date submitted

    19 July 2022

  • Keywords
  • Additional information
    • Acknowledgements:

      Mehak Advani is a MSHRM candidate at Krannert School of Management, Perdue University and a graduate of Soka University of America. Seiji Takaku is Professor of Psychology and Institutional Research and Assessment Coordinator at Soka University of America.