Ash Social Self Interest

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Wear Levi 501s, shop 36 at a particular store, eat at the ‘right’ restaurant etc. This strategy is problematic from a conventional economic viewpoint: other things being equal, additional constraints raise the costs of group membership, reducing its appeal. But other things are not necessarily equal if the segment is also a primary group. A new cheap consumption norm may enable more people to join the group and enjoy its intrinsic benefits while established members gain network externalities as group size increases.

Giddens (1991) Modernity and Self-Identity, Cambridge: Polity Press. M. Granovetter (1992) Problems of Explanation in Economic Sociology, in N. G. 25-56. B. 260-278. A. Heimer (1992) Doing Your Job and Helping your Friends: Universalistic Norms about Obligations to Particular Others in Networks, in N. C. 143-164. M. Hodgson (1998) The Approach of Institutional Economics, Journal of Economic Literature, Vol. 36, pp. 166-192. A. Hogg and D. Abrams (1988) Social Identifications, London: Routledge.

Singapore: Times Books International. P. Dasgupta (1988) Trust as a Commodity, in D. Gambetta (ed) Trust: Making and Breaking Cooperative Relations, Oxford: Basil Blackwell. 43 K. Davis (1948) Human Society, New York: Macmillan. R. Dawkins (1989) The Selfish Gene, Oxford: Oxford University Press. J. Dewey (1925 and 1958) Experience and Nature, New York: Dover Publications. R. Dore (1983) Goodwill and the Spirit of Market Capitalism, British Journal of Sociology, Vol. 34, pp 459-482. J. Duesenberry (1960) Comment on ‘An Economic Analysis of Fertility’, in National Bureau Committee for Economic Research (ed) Demographic and Economic Change in Developed Countries, Princeton: Princeton University Press, pp.

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