# Differential effects of pay-it-forward and direct-reciprocity on prosocial behavior

> Research article (Journal of Business Research, 2018) · cited 12× · AI/ML

**Wikidata**: [openalex:W2903487757](https://www.wikidata.org/wiki/openalex:W2903487757)  
**Source**: https://4ort.xyz/entity/differential-effects-of-pay-it-forward-and-direct-reciprocity-on-prosocial-behavior