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Pay it forward

Pay it forward is a social and psychological concept in which the recipient of an act of kindness or generosity repays it not directly to the original benefactor, but by performing a similar positive action for another person, thereby creating a chain of altruism and reciprocity. This form of generalized reciprocity emphasizes indirect exchange over direct repayment, fostering broader community benefits and the propagation of prosocial behavior across social networks.^[1] The roots of the pay it forward philosophy trace back centuries, with early expressions in literature and personal correspondence. In a 1784 letter to Benjamin Webb, American Founding Father Benjamin Franklin lent money to a friend in distress and instructed him to repay the favor by extending a similar loan to another honest individual in need, stating: "when you meet with another honest Man in similar Distress, you must pay me by lending this Sum to him; enjoining him to discharge the Debt, by a like operation, when he shall be able, and shall meet with such another opportunity."^[2] The specific phrase "pay it forward" originated in Lily Hardy Hammond's 1916 novel In the Garden of Delight, where a character reflects, "You don't pay love back; you pay it forward."^[3] This idea gained modern prominence through Catherine Ryan Hyde's 1999 novel Pay It Forward, which depicts a young boy's school project sparking a nationwide movement of chained good deeds, and its 2000 film adaptation directed by Mimi Leder, featuring Kevin Spacey as a teacher inspiring the initiative.^[4] In contemporary society, pay it forward has evolved into a global movement promoting random acts of kindness, supported by psychological research demonstrating its role in enhancing gratitude, happiness, and cooperative behavior. Studies show that such upstream indirect reciprocity—where kindness is forwarded to strangers—can sustain chains of generosity but may weaken beyond small group boundaries due to factors like group membership limits.^[1]^[5] Organizations like Pay It Forward Day, held annually on April 28 since 2007, encourage millions worldwide to participate in coordinated acts of giving, amplifying the concept's impact on community building and social cohesion.^[6]

Definition and Origins

Core Concept

Pay it forward refers to a social mechanism in which the recipient of an act of kindness or generosity, rather than repaying the original benefactor directly, instead performs a similar positive action for a third party, thereby initiating a chain of goodwill.^[7] This process, often termed generalized reciprocity, operates on the principle that "A is kind to B, and B—rather than paying that kindness back to A—pays it forward to C."^[7] The core idea emphasizes forwarding benefits to unrelated others, fostering a broader diffusion of prosocial behavior without requiring ongoing interaction between the initial giver and receiver.^[7] At its heart, pay it forward embodies altruism and non-reciprocal giving, where the motivation stems from a desire to promote collective well-being rather than personal gain or obligation to the source of help.^[8] This approach contrasts sharply with direct reciprocity, such as tit-for-tat exchanges, by directing the response outward to new individuals instead of looping back to the originator, which can lead to an exponential spread of positive actions as each recipient becomes a potential initiator for further links in the chain.^[9] The potential for such propagation highlights its role in amplifying kindness across social networks, though empirical studies indicate that the behavior's persistence may vary based on contextual factors like emotional responses to the initial act.^[7] Simple everyday examples illustrate this mechanism effectively, such as when a person buys coffee for the next customer in line at a café, prompting that stranger to extend a similar gesture to someone else later.^[10] Other common acts include leaving an extra tip for a server to pass on or holding a door open for a passerby who then assists another in a small way, demonstrating how modest interventions can ripple outward without expectation of direct return.^[11] These instances underscore the forward-directed nature, distinguishing pay it forward from reciprocal norms by prioritizing anonymous or indirect contributions to sustain the cycle.^[7]

Historical Roots

The concept of paying it forward has roots in ancient Greek literature, notably in Menander's play Dyskolos (The Grouch), first produced in 316 BC in Athens. The denouement of the play features a key plot element where a character receives aid and is instructed to repay the favor by helping someone else in need, rather than the original benefactor, illustrating an early dramatic representation of propagating kindness.^[12] This New Comedy work, the only complete surviving play by Menander, uses the motif to resolve conflicts among characters from different social classes, emphasizing communal harmony through forward-directed benevolence.^[13] In the 18th century, the idea gained a more explicit philosophical expression through Benjamin Franklin. In a letter dated April 22, 1784, to his friend Benjamin Webb, who had requested financial assistance while in distress in France, Franklin enclosed a bill for fifty louis d'or with specific instructions: "I do not pretend to give such a sum; I only lend it to you. When you meet with another honest Man in similar Distress, you must pay me by lending this Sum to him; enjoining it upon him to discharge the Debt, by a like operation, when he shall be able, and shall meet with another Opportunity. So that the Good is not lost, but continued and perpetuated."^[2] This correspondence, preserved in Franklin's papers, reflects Enlightenment values of mutual support and perpetual goodwill, influencing later interpretations of reciprocal altruism without direct repayment. During the 19th century, the pay it forward concept appeared in literary works that highlighted chains of kindness as a moral imperative. Charles Dickens incorporated similar themes in novels like Great Expectations (1861), where interconnected acts of generosity and forgiveness form a narrative chain shaping the protagonist Pip's redemption, underscoring how one person's benevolence can inspire ongoing cycles of compassion in society.^[14] By the early 20th century, the concept began surfacing in self-help literature and moral philosophy, laying groundwork for later formalized movements. Author Lily Hardy Hammond introduced the exact phrase "pay it forward" in her 1916 novel In the Garden of Delight, writing, "You don't pay love back; you pay it forward," in a context of romantic and communal reciprocity that encouraged readers to extend emotional and practical support onward.^[15] This usage in popular fiction aligned with emerging self-improvement trends, such as those in progressive era writings on mutual aid, where philosophers like Peter Kropotkin advocated cooperative behaviors to foster societal progress without expectation of direct return.^[16]

Cultural Representations

Literature and Film

The concept of "pay it forward" gained widespread prominence through Catherine Ryan Hyde's 1999 novel Pay It Forward, which introduced the idea to modern popular culture via a fictional narrative centered on altruism. In the story, set in a small California town, twelve-year-old Trevor McKinney receives an extra-credit assignment from his social studies teacher, Reuben St. Clair, to devise a plan to change the world and implement it. Trevor devises the "pay it forward" strategy: he performs a significant act of kindness for three people but instructs each recipient not to repay him directly, instead to extend similar favors to three others, creating an exponential chain of goodwill. Trevor's initial beneficiaries include his scarred and reclusive teacher Reuben, his struggling single mother Arlene, and a homeless acquaintance named Jerry; as the movement spreads, it transforms lives while confronting personal hardships like abuse, addiction, and isolation. The novel culminates tragically yet inspirationally, emphasizing how individual acts of generosity can foster broader societal redemption.^[17] The 2000 film adaptation, directed by Mimi Leder and produced by Warner Bros., brought Hyde's story to a global audience, starring Kevin Spacey as the teacher Reuben St. Clair, Haley Joel Osment as Trevor McKinney, and Helen Hunt as Arlene McKinney, with supporting roles by Jay Mohr and Jim Caviezel. The screenplay closely follows the novel's plot, depicting Trevor's school project evolving into a viral wave of kindness that challenges the cynicism of the adults around him, while exploring themes of personal healing through selfless acts—such as Reuben confronting his Vietnam War trauma and Arlene overcoming alcoholism. Released on October 20, 2000, the film earned $33.5 million at the North American box office against a $40 million budget, marking a modest commercial performance but achieving cult status over time for its emotional resonance. Critically, it received mixed reviews, with a 39% approval rating on Rotten Tomatoes; praise focused on the strong performances, particularly Osment's poignant portrayal of youthful idealism, though some critics noted the narrative's sentimentality and manipulative elements.^[18]^[19]^[20] Inspired directly by the novel's success, Hyde co-founded the Pay It Forward Foundation in 2000 to translate its message into real-world action, serving as its president until 2009. The organization quickly developed school-based programs, such as curriculum-integrated challenges where students perform and document acts of kindness to replicate Trevor's model, fostering empathy and community service in educational settings across the United States and beyond. Additionally, the foundation initiated annual day-of-service events, including the global Pay It Forward Day observed on April 28, which encourages participants to perform chained good deeds in honor of the story's philosophy, amplifying its reach through coordinated volunteering and awareness campaigns.^[4]^[21]^[22] Hyde's novel and its film adaptation played a pivotal role in popularizing the phrase "pay it forward" within mainstream English-language culture, elevating it from niche literary usage to a common expression for reciprocal altruism. Prior to 1999, the term appeared sporadically in earlier works, but the book's bestseller status and the movie's theatrical release propelled it into everyday lexicon, inspiring countless references in media, self-help literature, and public discourse on kindness.^[23]^[24]

Media and Movements

Following the 2000 film adaptation, the "pay it forward" concept permeated broader media landscapes, influencing television series and subsequent films that emphasized cascading acts of kindness and social impact. In the NBC comedy series The Good Place (2016–2020), the philosophy of paying kindness forward is woven into its ethical explorations, particularly in the series finale where characters design an afterlife system allowing souls to "pay it forward" by choosing to depart and inspire the living, as discussed by star Ted Danson in reflections on the episode's themes.^[25] Similarly, the 2009 film The Blind Side, which depicts a family's transformative support for a disadvantaged youth leading to his NFL success, sparked real-world pay-it-forward initiatives; viewers reported redirecting personal funds to aid those in need, with the Tuohy family receiving letters about inspired generosity during the holiday season post-release.^[26] The rise of social media amplified "pay it forward" through viral challenges, particularly after 2010, transforming the idea into interactive, user-driven movements. On platforms like Twitter (now X) and TikTok, the #PayItForward hashtag gained traction for sharing stories of anonymous kindness, such as buying meals or offering support to strangers, fostering a digital ripple effect. A notable 2024 TikTok trend involved millions of mothers participating in purse exchanges, where users gifted personal bags filled with encouraging notes to uplift others facing hardships, sparking conversations and a broader movement of maternal solidarity.^[27] Organized movements have institutionalized "pay it forward" since the 1990s, evolving into global nonprofits that promote structured kindness initiatives through the 2020s. Random Acts of Kindness Week, originating from Anne Herbert's 1982 article in CoEvolution Quarterly that urged "practice random kindness and senseless acts of beauty," was formalized by the Random Acts of Kindness Foundation in 1995 with the first national day on February 17; by 2025, it expanded internationally via partnerships like Convoy of Hope, which has mobilized over 1 million volunteers since 1994 across regions including Ukraine, the U.S., and others to distribute resources, including support for events like Random Acts of Kindness Week (February 17–21, 2025). Complementing this, Pay It Forward Day, an annual global event on April 28, encourages worldwide ripples of kindness through coordinated acts like covering others' expenses, supported by nonprofits such as Pay It Forward International, which in the 2020s scaled programs providing food, shelter, and education via local partnerships in underserved communities.^[28]^[29]^[30] In recent years, "pay it forward" has integrated into corporate social responsibility (CSR) campaigns and digital donation mechanisms, enhancing its scalability as of 2025. Spectrum Reach's Pay It Forward initiative, marking its fifth anniversary in 2025, allocates $3.8 million in free advertising to 255 small businesses nationwide, building on over $50 million invested since 2020 to foster economic generosity and community growth. Online donation chains have similarly proliferated, with platforms like Venmo enabling seamless "pay it forward" contributions to charities—mirroring peer-to-peer payments—while initiatives such as Ethical Consumer's 2025 subscription scheme allow donors to fund access for low-income subscribers, creating chained support for ethical consumerism education.^[31]^[32]^[33]

Practical Applications

Public Health and Medicine

The pay-it-forward model was first applied in public health contexts during the late 2010s to enhance STI testing uptake, particularly in China, where subsidized testing for gonorrhea and chlamydia was offered at HIV testing sites, allowing participants to donate for future users. In a 2019 pilot quasi-experimental study at an STD clinic and community-based organization in Guangzhou, China, the pay-it-forward approach resulted in 54% of eligible men who have sex with men (MSM) receiving dual testing, compared to 6% in the standard-of-care group, with an adjusted odds ratio of 19.73 (95% CI 10.02–38.85). Of those tested via pay-it-forward, 89% donated an average of US$2.65 toward subsequent tests, demonstrating initial sustainability through participant contributions. This intervention targeted underserved MSM populations, leveraging integrated HIV/STI services to address barriers like cost and stigma.^[34] In low-income settings, the pay-it-forward principle has informed HIV treatment access models since the early 2010s, emphasizing equity in resource distribution. A 2012 qualitative study in Burkina Faso highlighted how NGOs providing free antiretroviral therapy invoked the "pay it forward" ethic, arguing that since drugs were received at no cost from international donors, people living with HIV should not face user fees, thereby extending services to vulnerable groups without direct monetary reciprocity. In practice, this translated to community-level reciprocity, where treated patients engaged in peer education and referrals to encourage testing and adherence among others, fostering sustained access in resource-scarce environments. Such models have been adapted in African contexts to promote secondary distribution of HIV self-tests through peer networks, though often combined with incentives rather than pure donation.^[35] During the 2020s, pay-it-forward gained traction in vaccination programs amid the COVID-19 pandemic, with applications aimed at boosting uptake in at-risk groups. A 2022 quasi-experimental trial in Guangdong, China, evaluated pay-it-forward for influenza vaccination among children and older adults, reporting 74% uptake overall (88% in children, 60% in older adults) versus 37% in the user-paid standard-of-care arm, with adjusted odds ratios of 6.7 for children and 5.0 for older adults; the intervention also yielded lower costs per vaccinated person ($45.60 vs. $64.67).^[36] Recent 2025 research has extended this to HPV vaccination among MSM in China, where a pilot randomized controlled trial demonstrated feasibility and acceptability, with 98% first-dose uptake in the pay-it-forward group compared to 82% in standard care, and 97.6% of participants rating it feasible due to the donation component promoting community solidarity.^[37] These efforts capitalized on heightened public health awareness during COVID-19 to subsidize vaccines while encouraging donations for peers. Reported outcomes across these interventions include 20-40% boosts in participation rates, such as a 38% increase in gonorrhea/chlamydia testing uptake in a 2020 randomized trial among Chinese MSM, alongside high donation rates (94-96%) that replenished funding pools. However, sustainability challenges persist, including reliance on initial seed funding and variable long-term donation adherence in low-resource settings, necessitating hybrid models with government support to maintain momentum.^[38]

Business and Community

In business settings, pay it forward initiatives have emerged as a key trend in 2025 customer loyalty programs, particularly among coffee chains where customers spontaneously or through structured rewards pay for the next patron's order, fostering a sense of community and repeat visits. For instance, Dutch Bros Coffee's "Share the Luv" program allows members to use points to gift free drinks to others, enhancing emotional connections and encouraging ongoing engagement. Similarly, Tim Hortons in China implemented pay-it-forward campaigns during holidays, where customers purchase beverages for strangers, resulting in heightened brand affinity and social media buzz that drives foot traffic. Small businesses, such as independent cafes, have adopted these practices to build loyalty; a 2025 analysis notes that such acts strengthen community ties and improve retention by associating the brand with altruism, with one example from a local roastery reporting sustained customer return rates through anonymous forward payments.^[39]^[40]^[41] Employee morale initiatives incorporating pay it forward further amplify these benefits in commercial environments. Small businesses encourage staff to perform random acts of kindness, such as covering a colleague's shift or donating time to community causes, which cultivates a collaborative atmosphere and reduces turnover. According to a 2025 report on kindness in workplaces, these practices lead to higher job satisfaction and productivity, as employees feel valued and motivated to reciprocate, with examples from boutique retailers showing improved team cohesion during economic pressures. In one case, a family-owned shop in the U.S. Midwest implemented weekly "pay it forward" challenges among staff, resulting in measurable boosts to morale and decision-making efficiency.^[41]^[42] Educational programs integrating pay it forward draw inspiration from service learning projects linked to the 1999 novel Pay It Forward by Catherine Ryan Hyde, which inspired the Pay It Forward Foundation and subsequent curricula emphasizing reciprocal kindness. Schools incorporate these into lessons where students undertake chain-reaction good deeds, such as organizing donation drives or peer support networks, to develop empathy and civic responsibility. For example, the Ohio Campus Compact's Pay It Forward program engages college students in community service tied to academic goals, with participants reporting greater perspective-taking and emotional understanding post-project.^[41]^[43] Community initiatives leveraging pay it forward have gained momentum in the 2020s, particularly in local food banks and neighborhood networks amid post-pandemic recovery efforts. Programs like those at Feeding America affiliates encourage donors to "pay forward" surplus goods, creating chains where recipients contribute time or items to others, sustaining support for vulnerable families. In urban areas, neighborhood apps and groups facilitate favors such as meal sharing or errand assistance. These efforts, amplified during economic recovery, have rebuilt social bonds strained by COVID-19 isolation.^[44] Measurable benefits of these applications include enhanced customer retention and community trust. A 2022 study on pay it forward in business-to-business contexts found that such behaviors increase buyer loyalty by building trust and commitment, leading to long-term retention rates up to 15% higher in collaborative networks. In community settings, post-pandemic evaluations indicate that forward initiatives correlate with 20-30% rises in local trust metrics, as measured by participation in reciprocal aid, fostering cohesion without formal incentives. These outcomes underscore pay it forward's role in scalable social and economic gains.^[42]^[45]

Theoretical Frameworks

Economic Models

Pay it forward can be analyzed through game theory as an extension of the repeated prisoner's dilemma, where traditional direct reciprocity involves repaying a specific benefactor, but forward chains enable sustained cooperation by directing benefits to unrelated third parties, fostering indirect reciprocity without requiring backward repayment.^[46] In this framework, players in a prisoner's dilemma-type game, such as the donation game, face temptations to defect, yet pay-it-forward strategies evolve when future interactions allow chains of altruism to propagate, as modeled in evolutionary dynamics where cooperators benefit from network effects that punish free-riders over time.^[47] Parallels exist between pay it forward and circular economy principles, where kindness operates as a non-monetary flow of value that recirculates resources without linear depletion, as conceptualized in a 2021 analysis likening acts of goodwill to sustainable cycles that regenerate social capital.^[15] In nonprofit contexts, this manifests through resource sharing, such as food banks or tool libraries redistributing surplus goods, where initial donations prompt further contributions, creating closed-loop systems that minimize waste and maximize communal benefit akin to circular flows in material economies.^[48] Mathematical modeling of pay it forward often illustrates the potential for rapid chain propagation through growth dynamics, though real-world applications may deviate due to varying factors.^[1] Critiques of pay it forward in economic models highlight vulnerabilities to free-rider problems, where individuals may receive benefits without contributing, eroding chain sustainability in non-enforced market contexts.^[46] Additionally, chains risk unsustainability if replication rates decline due to resource constraints or defection incentives, potentially leading to collapse in large-scale or anonymous settings without mechanisms like reputation or enforcement.^[48] In social psychology, pay it forward is understood as a form of upstream reciprocity, where individuals respond to received kindness by extending similar acts to unrelated others, fostering chains of prosocial behavior rather than direct repayment. This mechanism draws on theories of altruism and positive emotions to explain why people engage in such indirect helping, promoting broader social cohesion without immediate personal gain. Key psychological drivers include gratitude, empathy, and motivational states that shift focus from self-interest to collective well-being. Gratitude plays a central role in prompting pay-it-forward actions by transforming the receipt of kindness into a motivator for further generosity. Research by Robert A. Emmons demonstrates that cultivating gratitude enhances prosocial tendencies, as grateful individuals are more likely to "pay forward" benefits through acts of kindness, creating self-sustaining chains of reciprocity.^[49] This aligns with broader findings that gratitude broadens cognitive perspectives, encouraging upstream reciprocity in social networks where helping one person inspires aid to others, thereby strengthening interpersonal bonds and organizational integration.^[50] Altruism models further elucidate pay it forward through the lens of indirect reciprocity, where cooperation persists without expectation of personal return, reducing pressures for egoistic repayment. In this framework, individuals help third parties after receiving aid, driven by emotional rewards like gratitude rather than calculated self-benefit, which mitigates the temptation to withhold future help due to prior costs. Neuroscientific evidence supports this, showing that pay-it-forward decisions activate brain regions associated with empathy and reward (anterior insula and caudate), bypassing self-centered cognition that might prioritize direct reciprocity or egoistic balancing.^[51] Cognitive factors such as the elevation emotion also underpin these behaviors. Elevation—a warm, uplifting emotion elicited by witnessing moral excellence or kindness—inspires observers to emulate the act, increasing their own altruistic tendencies and perpetuating the cycle. Studies confirm that elevation reliably predicts pay-it-forward behaviors, as it heightens sensitivity to human goodness and motivates compensatory prosociality.^[52] Cultural variations influence the adoption of pay-it-forward practices, with differences between individualistic and collectivist societies shaping reciprocity norms. Meta-analytic evidence indicates that individuals in collectivist cultures exhibit higher propensities for pay it forward compared to those in individualistic ones, as collectivism prioritizes group harmony and indirect helping over personal autonomy. This effect is moderated by social distance, with collectivists showing less decline in generosity toward distant others, reflecting stronger reciprocity norms that sustain kindness chains across broader networks.^[53]

Research and Evidence

Experiments

One of the earliest controlled experiments demonstrating the link between gratitude and pay-it-forward behaviors was conducted in a laboratory setting by Bartlett and DeSteno in 2006. In this study, participants were randomly assigned to either a gratitude induction condition, where they received unexpected help from a confederate during a task, or a neutral condition. Those induced to feel gratitude subsequently exhibited significantly higher levels of prosocial behavior, including willingness to assist an anonymous third party at personal cost (e.g., enduring unpleasant noise), compared to the neutral group, with effect sizes indicating a robust mediation by gratitude (d = 0.82).^[54] This lab-based evidence established that gratitude can trigger upstream reciprocity, where benefits are passed to unrelated others rather than direct repayment. Field trials in the 2010s and 2020s extended these findings to real-world health contexts, particularly testing uptake. Similar mechanisms were tested in STI screening; a 2023 pragmatic cluster-randomized controlled trial protocol in China (PIONEER) for gonorrhea and chlamydia testing among men who have sex with men proposed using pay-it-forward to increase testing rates compared to standard care, though results were pending as of late 2025. Earlier pilots, such as a 2020 study among MSM in China, demonstrated the approach's potential to boost testing uptake.^[55]^[56] Recent studies, such as a 2025 randomized controlled trial in China on HPV vaccination for adolescent girls, have further illuminated post-subsidy donation dynamics. In this three-arm trial (n=1,200), the pay-it-forward arm provided a subsidized vaccine (47.7 USD community contribution) plus an opportunity to donate via handwritten card, yielding a 2.3-fold increase in uptake (40.2% vs. 17.5% in user-paid controls) and 75% donation rate among recipients. Participant surveys revealed motivations centered on reciprocity (62%) and community benefit (51%), with mediation analysis confirming reduced delay intentions as a key pathway.^[57] A 2025 cluster trial protocol for influenza vaccination among older adults in China aimed to evaluate sustained chains through pay-it-forward compared to free or user-paid options across seven cities.^[58] Beyond health applications, laboratory experiments on chained gift-giving games have shown pay-it-forward cooperation to be transient, often persisting for only a few rounds before participants revert to self-interested behavior.^[59] A 2024 meta-analysis confirmed overall positive effects of pay-it-forward behaviors, with stronger propensities in collectivistic orientations.^[60] These experiments predominantly employ randomized controlled trials (RCTs), often cluster-based to account for social contagion, with arms comparing pay-it-forward to standard-of-care or free-subsidy conditions. Chain tracking metrics include donation amounts/rates, subsidy coverage for downstream recipients (e.g., number of vaccines funded per chain), and propagation length (e.g., average chain depth of 2-3 links), measured via participant logs and follow-up verification. Replication challenges arise from cultural variability in reciprocity norms, high implementation costs in low-resource settings (e.g., subsidy sustainability), and difficulties in isolating pay-it-forward effects from general altruism, as noted in multi-site trials where urban vs. rural uptake differed by 15-20%.^[61]

Criticisms and Limitations

One key criticism of pay it forward practices concerns their sustainability, as empirical studies indicate that chains of reciprocity often terminate after a limited number of links due to participant fatigue or diminishing motivation. For instance, laboratory experiments on chained gift-giving games reveal that pay-it-forward cooperation is transient, persisting for only a few rounds before participants revert to self-interested behavior when required to make repeated decisions.^[59] Similarly, research on generalized reciprocity demonstrates that while equality is consistently passed forward, generosity is paid forward less frequently than greed, leading to an asymmetry where positive chains break more readily, often after 2-3 interactions, driven by emotional responses like reduced positive affect.^[1] Ethical critiques highlight potential exploitation within subsidized pay it forward models, particularly in public health contexts where low-income individuals may feel coerced into contributing despite their financial constraints. This issue is compounded in low- and middle-income settings, where such strategies risk exacerbating inequality by shifting costs onto those least able to afford them, echoing broader debates on the ethics of reciprocity-based incentives in clinical research. Cultural biases represent another limitation, with much of the research on pay it forward rooted in Western, individualistic frameworks that may not translate effectively to diverse global contexts. Meta-analyses show that pay-it-forward behavior is stronger in collectivistic cultures (e.g., in Asia), where reciprocity norms foster longer chains, compared to individualistic societies (e.g., the U.S.), which exhibit lower propensities due to emphasis on personal gain over communal obligation—indicating reduced efficacy in high-trust, low-interdependence environments.^[60] This Western-centric focus overlooks how low-trust societies may sustain chains through stronger social pressures, highlighting a need for culturally tailored applications to avoid biased assumptions about universal prosociality.^[62] Research gaps persist, particularly the scarcity of long-term longitudinal studies tracking pay it forward outcomes beyond short-term experiments, with most evidence as of 2025 limited to cross-sectional or lab-based designs that overemphasize immediate gains while neglecting sustained societal impacts. Experimental paradigms often employ small stakes and artificial tasks, limiting insights into real-world scalability, and call for extended tracking to assess decay over time or in interdependent settings.^[1] This overreliance on brief interventions obscures potential long-term fatigue or unintended negative effects, underscoring the need for more robust, multi-year investigations to validate the model's viability.^[63]

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SPECTRUM REACH ANNOUNCES 5TH ANNIVERSARY OF PAY IT ...
Feb 18, 2025 · 2025 Program Will Provide $3.8 Million in Free Ad Campaigns to Small Businesses Nationwide; More than $50 Million Invested Over Five Years.
[32]
Donate to Charities Online - Venmo
Pay it forward like you pay friends ... Go to Pay/Request in the app, search for a charity or cause, then tap to make a donation. It's fast, seamless, and secure.Support Your Favorite Causes... · Donate With Confidence · Discover Charities Near And...
[33]
Pay It Forward: Solidarity donations - Ethical Consumer
Jan 23, 2025 · We have a 'pay it forward' subscription scheme for people who are in a financial position to fund others who want to learn more about ethical issues but can't ...How It Works · No Questions Asked · 1. Is There A Demand For...
[34]
https://www.thelancet.com/journals/laninf/article/PIIS1473-3099(18)30556-5/fulltext
[35]
NGO-provided free HIV treatment and services in Burkina Faso
Mar 6, 2012 · Second, our respondents sometimes invoked the "pay it forward" principle, i.e., since the NGOs received ARVs at no cost, they felt the PLWHA ...
[36]
Dutch Rewards | Dutch Bros Coffee
Share the Luv. Did you know you can pay it forward with your points? Share a reward to a friend and treat them to a free drink!Missing: chains | Show results with:chains
[37]
This Thanksgiving, Tims China Spreads Warmth with Pay-It-Forward ...
Dec 2, 2024 · These guests were encouraged to pay it forward by purchasing a coffee for the next customer, creating an ongoing ripple of goodwill. In addition ...
[38]
Understanding the Pay It Forward Concept and Its Impact on Kindness
Jul 8, 2025 · Pay it forward refers to the practice of repaying a good deed by doing something kind for someone else rather than directly returning a favor.Missing: core | Show results with:core
[39]
Growing through Giving: The Role of Paying it Forward in Business ...
Mar 30, 2022 · The likelihood to pay it forward is correlated with an individual's exchange ideology (Eisenberger, Cotterell, and Marvel Citation1987), meaning ...<|control11|><|separator|>
[40]
Service-Learning, Student Philanthropy & Critical Pedagogy
Yet, these seemingly disconnected concepts were a great fit for Pay it Forward, the Ohio Campus Compact service-learning program* that infuses the study of ...
[41]
Service-learning and the development of empathy in US college ...
Aug 9, 2025 · Findings Students involved in the service‐learning assignment were significantly ( p < 0.05) more likely to express empathy in their reflective ...Missing: forward | Show results with:forward
[42]
Community hit hard by last year's storm season gets new food pantry
Sep 24, 2025 · The Grow My Giving Foodtique is officially open in a storefront location in what some refer to as the heart of Progress Village.
[43]
Towards equitable & resilient post-pandemic urban food systems
Throughout the COVID-19 pandemic timeline, community-based organizations were leads in the response to the rising demand for food access support. Through ...Missing: 2020s | Show results with:2020s
[44]
Evolution of “Pay-It-Forward” in the Presence of the Temptation to ...
Apr 25, 2024 · In this paper, we aim to show a path to the evolution of cooperation through pay-it-forward behaviors using a prisoner's-dilemma-type game ...
[45]
Network Homophily and the Evolution of the Pay-It-Forward ...
In this article, we argue that the pay-it-forward reciprocity could prevail in large populations structured by networks under certain spatial arrangements.Missing: scholarly | Show results with:scholarly
[46]
Sustainability of generalized exchange in the sharing economy
Apr 23, 2018 · ... free-rider could disturb the chain of paying-it-forward behavior. ... Pay-it-forward coffee has become a widespread phenomenon with cafes ...2. Theory · 3. Methods · 5. Conclusion And Discussion
[47]
https://journals.plos.org/plosone/article?id=10.1371/journal.pone.0029188
[48]
Two distinct neural mechanisms underlying indirect reciprocity - PNAS
Mar 3, 2014 · This so-called indirect reciprocity enables large-scale cooperation among nonkin and can occur based on a reputation mechanism or as a succession of pay-it- ...<|separator|>
[49]
Scientific Proof for “Paying It Forward” - Greater Good Science Center
Mar 1, 2010 · Scientists call that feeling "elevation," and studies show that people experience elevation when they witness a virtuous act, especially one ...Missing: kindness pay
[50]
https://link.springer.com/article/10.1007/s10902-011-9289-z
[51]
Gratitude and prosocial behavior: helping when it costs you - PubMed
Study 1 demonstrated that gratitude increases efforts to assist a benefactor even when such efforts are costly (ie, hedonically negative).Missing: lab | Show results with:lab
[52]
Pay-it-forward gonorrhea and chlamydia testing among men who ...
Jun 20, 2023 · Pay-it-forward gonorrhea and chlamydia testing among men who have sex with men and male STD patients in China: the PIONEER pragmatic, cluster ...
[53]
Effect of a pay-it-forward strategy on reducing HPV vaccine delay ...
The pay-it-forward strategy significantly increased HPV vaccine uptake, improved vaccine confidence, and reduced vaccination delay compared to control arm. Most ...
[54]
study protocol of a three-arm cluster randomized controlled trial
Jul 3, 2025 · This study will examine the effectiveness of pay-it-forward strategy in comparison to the free vaccination and user-paid vaccination in improving influenza ...
[55]
(PDF) Pay-it-forward to increase testing for hepatitis B and C
Pay-it-forward involves having a person receive a free test with community-generated messages and then asks if those who received a free test would like to ...
[56]
Transient nature of cooperation by pay-it-forward reciprocity - PMC
Jan 20, 2016 · Our experimental results suggest that pay-it-forward reciprocity is transient and disappears when a person makes decisions repeatedly.
[57]
Pay-it-forward as a strategy to increase vaccine uptake - PMC
Apr 8, 2025 · The pay-it-forward strategy offers a promising solution by encouraging individuals who receive subsidies or free vaccines to donate for future recipients.
[58]
A meta-analytic investigation into the pay-it-forward phenomenon
We provide consistent findings that individuals with collectivistic orientations exhibit higher propensities for PIF compared to those with individualistic ...
[59]
Differential effects of pay-it-forward and direct-reciprocity on ...
This research conceptualizes the distinction between pay-it-forward and direct-reciprocity tendency from a construal level perspective, and examines such ...
[60]
[PDF] Paying it Forward Vs. Rewarding Reputation
In this cycle, when “rewarding reputation” increases helping behavior in the short-term, individuals who receive help are more likely to feel grateful in the ...