example, a local group made a habit of shutting down a city block for Freecycle gifting events.
By fostering a common identity and opportunities for unique self-expression, Freecycle was able
to mobilize a giving system based on generalized reciprocity: you give to help others in the
community, and you know that someone in the community will give to you. But Willer’s team finds
that there’s a catch: such a system depends on a “critical mass of exchange benefits,” which “creates
positive sentiments toward the group, sentiments that help fuel further contributions.” In other words,
people only identify with a generalized giving group after they receive enough benefits to feel like the
group is helping them. With Freecycle, this outcome was by no means guaranteed; after all, if the
givers on the site had been overwhelmed by takers looking for a free ride, the whole thing might
never have gotten off the ground. How did Freecycle accumulate that initial critical mass of giving
and discourage free riding?
michael s
(Michael S)
#1