A meta-analytic investigation into the pay-it-forward phenomenon: The roles of individualism-collectivism and social distance

Pay-it-forward (PIF) behavior ensures virtuous cycles in society, with acts of kindness being passed on from one individual to another. We identify cultural orientation, particularly individualism-collectivism orientation, as a key factor influencing PIF behavior. We extend the literature to examine the interactive effect of individuals’ individualism-collectivism orientations and the social distance between benefactors and beneficiaries on their PIF behaviors. Through a multi-method approach involving meta-analysis, four experimental studies, and an Implicit Association Test, we provide consistent findings that individuals with collectivistic orientations exhibit higher propensities for PIF compared to those with individualistic orientations. Moreover, the effect of social distance on PIF behavior is less pronounced among individuals with collectivistic orientations than for those with individualistic orientations, and the interacting effect is mediated by the strength of reciprocity norms. Theoretical contributions and managerial implications of these findings are discussed.