To whom do positive norm and negative norm of reciprocity apply? Effects of inequitable offer, relationship, and relational-self orientation

Various theories have been proposed to account for people's reciprocity behavior in social exchange. The current research is designed to delineate the conditions under which and for whom the relational theoretical explanation is most applicable. We hypothesize that while people in general show positive (negative) reciprocity responses toward favorable (unfavorable) inequitable treatments from others, such a tendency varies depending on the relationship with the exchange counterpart, and their own relational-self orientation. While we used country (China vs. the US) as a proxy for participants' relational-self orientation in Study 1, this orientation was directly assessed in Study 2. Results from both studies showed consistent support for our hypothesis. Implications of these findings to literatures in reciprocity and social exchange are discussed. (C) 2008 Elsevier Inc. All rights reserved.