Generosity and goodwill really are infectious, a University of California study has found.


A study conducted by UC Berkeley and UC San Diego researchers found that when consumers were told a previous customer had already paid for their purchase and were then offered the opportunity to do the same for someone else, the consumers spent more money[1] than those given the option to pay whatever price they wanted for their own purchase.


Coined “Pay It Forward” and “Pay What You Want,” the two pricing schemes were put to test in eight experiments. A total of 2,400 individuals at locations including Oakland’s Jack London Square farmer’s market, San Francisco’s Cartoon Art Museum and labs at UC Berkeley participated unknowingly, and, in every setting, a consistent chain of goodwill and higher spending was set off when consumers paid it forward.


“It’s assumed that consumers are selfish and always looking for the best deal,” lead study author Minah Jung said. “But when we gave people the option to pay for someone else, they always paid more than what they paid for themselves.”


While becoming acquainted with the person who paid for them made no difference in how much consumers spent, the researchers did find that they paid more when they could send a note with the amount they paid or a personal message to the person they were covering.


“People don’t want to look cheap,” Jung said. “They want to be fair, but they also want to fit in with the social norms.”


The findings suggest consumers’ senses of fairness and reciprocity may be just as strong or stronger of a driving force in purchasing decisions than the desire to score the best deal.



“The results suggest that businesses that rely entirely on consumers’ social preferences can survive and even thrive,” Jung said. “It’s pretty amazing.”



Also on HuffPost:




Loading Slideshow...



  • Driver's Helping Hand


    A Russian dashboard camera recently caught a heartwarming act of kindness that took place on a bustling street. An old woman was in the midst of crossing a road with obvious difficulty when an SUV stopped mid-intersection. The driver exited the vehicle and grabbed the woman's bag, offering her an arm to help her get across safely.




  • Fallen Soldier's Tribute


    To honor the memory of a soldier who was killed in action, <a href="http://www.huffingtonpost.com/2012/03/23/facebook-user-sends-beer-on-behalf-of-fallen-navy-seal_n_1375924.html" target="_hplink">Jeff Beurline corded off a special spot</a> at his local bar in Connecticut for Lt. Michael P. Murphy. Beurline bought Murphy -- or "Murph," as he was known by friends -- a Guinness and propped a reserved sign on the beer alongside an American flag. The bartender not only agreed to pour random strangers a Guinness throughout the day, but also offered to pay the costs. Read Beurline's account of the act of kindness in his <a href="https://www.facebook.com/permalink.php?story_fbid=151522458303677&id=182249954768" target="_hplink">post on Seal of Honor's Facebook page</a>.

    (Image via Facebook, <a href="http://www.facebook.com/profile.php?id=1732927463" target="_hplink">Jeff Beurline</a>).




  • Officer's Final Act


    A McDonald's surveillance camera caught a San Diego police officer's small -- but powerful -- act of kindness on tape. What makes the moment special is not the act itself, but that it happened mere minutes before the officer, <a href="http://www.nbcsandiego.com/news/local/Officer-Henwoods-Final-Act-of-Kindness-127886453.html" target="_hplink">Jeremy Henwood, was gunned down</a> in his patrol car.




  • Texas A&M Students' Silent Vigil


    To protect the family of Lt. Col. Roy Tisdale from anti-gay protesters on the day of his funeral, <a href="http://www.huffingtonpost.com/2012/07/06/texas-am-students_n_1653002.html" target="_hplink">Texas A&M students and alumni donned maroon</a> and formed a human wall. Westboro Baptist Church members, who often stage demonstrations military funerals, were planning to stage a protest outside Tisdale's funeral, but never showed up. Fortunately, an estimated 650 people in maroon were there to make sure the family could mourn in peace.

    (Image via Facebook, Leslie Mott)




  • Sara Tucholsky's Unusual Home Run


    Sara Tucholsky, a softball player for Western Oregon University, scored a three-run homerun for the first time in her college career in a game against Central Washington University.
    But while touching first base, she injured her knee. The rules stated that none of her teammates could assist her. So instead, two players from the opposing team -- Mallory Holtman and Liz Wallace -- carried Tucholsky to each base. All three players received a standing ovation.




  • Disabled Fan's Helping Hand


    Wheelchair-bound Patrick Connelly began to cry when he couldn't see over the standing fans at a Blake Shelton concert. His mother, Cheryl Connelly, and her daughter, tried to pick Patrick up so he could see, but were unable to hold his weight for long in the sweltering heat. It wasn't until <a href="http://www.huffingtonpost.com/2012/07/16/strangers-help-disabled-f_n_1677391.html" target="_hplink">two strangers hoisted Patrick up</a> and held him aloft for a half-hour that Patrick was able to finally enjoy the concert.




  • A Young Fan's Act Of Generosity


    It was the fourth inning of the Milwaukee Brewers vs. Arizona Diamondbacks game. A player tossed a ball into the stands and <a href="http://www.youtube.com/watch?v=QfF1m3-Dl_Q" target="_hplink">12-year-old Ian McMillan</a> ended up catching it while a younger baseball fan cried on the sidelines. Seeing the young boy's reaction, Ian handed over his prize, later explaining "it was the right thing to do."




  • Track Star's Team Effort


    After winning the state title for the 1600 meter race, <a href="http://www.huffingtonpost.com/2012/06/05/meghan-vogel-ohio-track-star-carries-runner-video_n_1570857.html" target="_hplink">Ohio track star Meghan Vogel</a> intentionally finished in last place in the 3200 meter race by carrying an injured competitor over the finish line.




  • French Fry Brother's Kind Offering


    While in China, Jason Loose, <a href="http://www.huffingtonpost.com/2012/05/31/american-french-fry-brother-jason-loose_n_1559531.html" target="_hplink">who is now known as "French Fry Brother,"</a> sat down to chat with a homeless woman and offered her some of his fries. Loose's random act of kindness, caught on camera by a passerby, made waves among Chinese microblogging sites for his altruism.

    (Image via Matt Cao/Sina Weibo)




  • Waitress' Big Tip


    Aaron Collins' family fulfilled his final wish by giving a <a href="http://www.huffingtonpost.com/2012/07/12/aaron-collins-family-leaves-500-tip-pizza-last-wish_n_1668533.html" target="_hplink">$500 tip to an unsuspecting waitress</a> at Puccini's Smiling Teeth in Lexington, Ky. "Are you serious?" the waitress asked after being handed the hefty cash tip. Yes, the Collins family is serious and plans to continue handing out $500 tips in Aaron's memory.




  • A Knight's Reliance On Kindness Of Strangers


    Vincent Gabriel Kirouac is making his way across Canada with his horse Coeur de Lion in a crusade to promote manners and chivalry. While the 22-year-old has saved up for the journey over the past two years, he told <em>CBC</em> that <a href="http://www.cbc.ca/news/offbeat/story/2012/07/12/sk-quebec-knight-kirouac-saskatchewan-120712.html" target="_hplink">he has never spent a night outdoors</a>. In fact, <a href="http://www.huffingtonpost.com/2012/07/14/vincent-gabriel-kirouac-chivalry-canada-knight_n_1672126.html" target="_hplink">Kirouac relies on kind strangers</a> to provide free room and board each night.




  • Terminally Ill Man's Letters Of Support


    Sean O'Connor <a href="http://www.reddit.com/r/AskReddit/comments/rjkoy/hey_reddit_my_47_year_old_uncle_scott_widak_has/" target="_hplink">posted a call-out on Reddit</a> on behalf of his uncle Scott Widak, who was terminally ill and had Down syndrome.
    "He is currently bedridden and living out his last days at home with my 85 year old grandmother. One of his favorite things to do is open mail...anyone feel like sending him a letter or card?" O'Connor wrote in a post. Within days, <a href="http://www.huffingtonpost.com/2012/05/14/scott-widak-reddit_n_1514338.html" target="_hplink">Reddit users sent hundreds of letters and gifts</a> to the bedridden 47-year-old.

    O'Connor <a href="http://www.reddit.com/r/pics/comments/w8hes/dear_reddit_my_uncle_scott_who_had_down_syndrome/" target="_hplink">returned to Reddit in July</a> following his uncle's death to thank users for reaching out.




  • Neighbor's Lemonade Fundraiser


    When 8-year-old <a href="http://www.huffingtonpost.com/2012/07/19/johnny-karlinchak-neighbor-lemonade-stand_n_1687656.html" target="_hplink">Johnny Karlinchak saw his neighbor's house crushed</a> by a 60-foot-oak, he ran to his piggy bank and emptied its contents into his neighbor's hands. Unfortunately, the $1.25 would not cover Elissa Myers' $500 deductible so Johnny took to what he knew best -- selling lemonade -- to cover the deficit.

    (Image via Getty)




  • Homeless Man's Free Lunch


    Cyclist <a href="http://www.huffingtonpost.co.uk/2012/05/19/caring-cyclist-homeless-youtube_n_1529649.html" target="_hplink">Lewis Dediara captured his random act of kindness on tape</a> during one of his bike rides through London. Dediara, who wears a head-mounted camera, offered to buy a homeless man whatever he wanted to eat from a nearby convenience store after he found him sifting through a trash can.




  • Tennessee Man's Generous Gift


    Customers at a particular Tennessee gas station got quite a surprise when they learned that their gas was already paid for by a generous stranger. <a href="http://www.huffingtonpost.com/2009/12/23/tennessee-man-buys-gas-fo_n_402179.html" target="_hplink">Don Reed decided to fill up 80 strangers' cars</a> with money out of his own pocket and send them on their way. His generosity was all part of a plan to spread holiday cheer in December.




  • Woman's Runaway Vehicle


    Sacrificing the safety of her own vehicle, <a href="http://www.huffingtonpost.com/2012/07/11/lezlie-bicknell-woman-saves-kids-runaway-car_n_1664973.html" target="_hplink">Lezlie Bicknell acted on instinct</a> and rushed to the rescue of two children left unattended in a van that was slowly rolling out of a New Mexico parking lot toward a busy intersection.




  • Businesses' Auto Overhaul


    Local businesses in Aurora, Colo., banded together to <a href="http://www.huffingtonpost.com/2011/09/21/aurora-businesses-fix-stolen-jeep_n_974141.html" target="_hplink">restore a woman's Jeep that had been stolen and destroyed</a> following news reports of the unfortunate theft. After two weeks of nonstop work, Jovan Williams' Jeep was returned to her in 'better-than-new' condition.




  • 5-Year-Old Girl's Well Wishes


    Following a post on Reddit by her dad, Kyle, 5-year-old Alexis Blackburn received a flurry of cards and well wishes from caring strangers. The <a href="http://www.huffingtonpost.com/2012/07/18/alexis-blackburn-reddit_n_1680641.html" target="_hplink">overflow of support for Alexis</a> inspired someone to create a Reddit thread seeking other sick children in need of encouragement.

    (<a href="http://imgur.com/niLv8" target="_hplink">Image via Imgur</a>)




  • Blind Dog's Rescue


    Fiona, a poodle mix, was sick, blind and infested with fleas when she was <a href="http://www.huffingtonpost.com/2012/03/26/blind-dog-fiona-in-trash-rescue_n_1379889.html" target="_hplink">rescued from a trash heap</a> by Eldad Hagar and his wife Audrey. After a nationwide fundraising effort that raised $4,000 for an eye surgery, Fiona is now able to see in one eye. She was adopted by a caring family and is reportedly "doing amazing."

    <em><strong>CORRECTION:</strong> This slide has been updated to show the correct spelling of Eldad's last name.</em>




  • Bassett Hounds' 1,000-Mile Journey


    After receiving a phone call from a Georgia animal shelter, Brenda Travis and her husband Tom Shield were overjoyed to learn that their basset hounds, who had been missing for five years, had been found. However, the couple, who had relocated to Kansas, did not have the means to pick up the dogs, so they <a href="http://www.huffingtonpost.com/2012/07/17/stolen-dogs_n_1678733.html" target="_hplink">turned to volunteers on Facebook</a> who offered to bring the dogs nearly 1,000 miles from the Georgia animal shelter to the couple's home in Kansas.