Editing Power distance (section)

====Influence of communal/exchange relationship norms====
The relationship norms behind the needs also affect the sense of responsibility. The types of relationships are mainly classified as exchange relationships, in which people are expecting a reasonable privilege or benefit in return for offering aid; and communal relationships, where those giving assistance are wholeheartedly and generously taking care of those in need without any expectation of reciprocation.<ref>{{cite journal |author1=Aggarwal Pankaj |author2=Law Sharmistha | year = 2005 | title = Role of Relationship Norms in Processing Brand Information | journal = Journal of Consumer Research | volume = 32 | issue = 3| pages = 453–64 | doi=10.1086/497557}}</ref><ref name="Clark">{{Cite journal|author1=Clark, Margaret S. |author2=Ouellette, Robert |author3=Powell, Martha C. |author4=Milberg, Sandra  |name-list-style=amp |year=1987 |title=Recipient's Mood, Relationship Type, and Helping |journal=Journal of Personality and Social Psychology |volume=53 |issue=1 |pages=94–103 |doi=10.1037/0022-3514.53.1.94 |pmid=3612495 }}</ref> According to research, people are more likely to refuse to aid when encountering needs associated with exchange relationships rather than needs with communal relationships.<ref name="Winterich" /><ref name="Clark" /><ref>{{cite journal |last1=Brockner |first1=Joel |last2=Paruchuri |first2=Srikanth |last3=Idson |first3=Lorraine Chen |last4=Higgins |first4=E.Tory |title=Regulatory Focus and the Probability Estimates of Conjunctive and Disjunctive Events |journal=Organizational Behavior and Human Decision Processes |date=January 2002 |volume=87 |issue=1 |pages=5–24 |doi=10.1006/obhd.2000.2938 }}</ref><ref>{{Cite journal|author1=Johnson, Jennifer Wiggins  |author2=Grimm, Pamela E.  |name-list-style=amp |year=2010 |title=Communal and Exchange Relationship Perceptions as Separate Constructs and Their Role in Motivations to Donate |journal=Journal of Consumer Psychology |volume=20 |issue=3 |pages=282–294 |doi=10.1016/j.jcps.2010.06.018}}</ref> As such, Karen Page Winterich and Yinlong Zhang recommended that charitable organizations in high power distance countries should stress the significance of uncontrollable needs or salient communal relationship norms, through which the populace are more easily motivated to make a difference on social inequality.<ref name="Winterich" />