Gratitude or guilt? People spend more when they 'pay it forward'

As shoppers across the nation prepare to pounce on Black Friday sales, researchers at UC Berkeley are looking at what happens to commerce when there's no set price tag. In an exhaustive study of consumer behavior, they found that shoppers spend more money when engaged in a chain of goodwill known as "Pay-it-forward" than when they can name their own price.

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