The ndings are also robust with respect to reverse causation. Consider the signi-
cantly positive unilateral eect of {DONATE}, the lack of a signicant unilateral
eect of {SERVE}, and the signicantly positive reciprocity eect of
{SERVE* TOWN}. The implications are that while donations {DONATE} are
always positively associated with being successful ( controlling, via prior {HHINC}
for the wealth of the respondent) , not all community service {SERVE} may be. For
example, taking a stand on a school bond issue might alienate some of one’s customers,
to the detriment of the business ( Besser 1997) . Only when a business person feels that
his or her community activism is appreciated and reciprocated {SERVE* TOWN}
does it contribute to a sense of business success.