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Reciprocity

 

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the industry, allowing firms to purchase hardware and equipment and compensating the time of administrators. Popularity and visibility can have a big impact on the amount of donations received. A popular application often generates much more in donations than the distributors ask for.

Surprisingly, the most commonly cited reason for using open-source software is to reduce the dependence on privately licensed software providers. Thus, one might decide to use an open-source word-processing program to free oneself from Microsoft or other vendors who they feel overcharge or use barriers (like lack of backward compatibility) to force paid upgrades. A survey by Computer Economics suggests that only 20 percent of firms using open-source software cite the cost savings as the primary reason for their decision. Though the software is directly free, often converting to the new software and maintaining and supporting it are not at all free. Though other explanations exist, it appears that reciprocity plays a major role in the existence, use of, and donations to support open-source efforts.

History and Notes

In the seminal work of economics, Adam Smith’s An Inquiry into the Nature and Causes of the Wealth of Nations, Smith wrote extensively about the

importance of trust in economic behavior. For example, Smith supposes that those engaged in commerce would be much more willing to engage in domestic trades given that they are more familiar with the people with whom they are dealing and can thus trust them. Alternatively, when dealing with foreign entities the person might need to charge a premium to overcome the distrust she might have for the foreign entity because she is unfamiliar with it. Moreover, Smith acknowledges the role of institutions, such as governments, in encouraging and establishing an environment in which trust can flourish. When people deal domestically, they are also familiar with the legal system and might know what recourse is available should they be dealt with deceitfully. This is not always clear when dealing in foreign markets, where governments might have different standards or practices in distributing justice.

Smith also wrote about the impact of charity in securing the good feelings and devotion of others. Specifically, he documents how providing food to the poor or others who were needy had led monasteries to a position of prominence. People felt obliged to protect the church at great expense, often because they had been supported at some time by the church’s charitable efforts. The clergy’s respected place made it difficult even for a sovereign king to threaten or diminish the clergy in any respect. Truly, trust and reciprocity have played a central role in history and in the creation of the institutions, governments, and societies of which we are a part.

 

 

 

 

 

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TRUST AND RECIPROCITY

 

 

 

 

 

 

 

 

 

 

 

 

Biographical Note

Courtesy of Paul Slovic

Paul Slovic (1938)

B.A., Stanford University, 1959; M.A., University of Michigan, 1962; Ph.D., University of Michigan, 1964

Held faculty positions at the University of Oregon and visiting positions at Hebrew University (Jerusalem) and the University of Padova (Italy)

Born in Chicago, Paul Slovic completed both his undergraduate and graduate studies in the eld of psychology and soon after began work as a research associate at the University of Oregon. Slovic has

made seminal contributions to the psychology of risk perception and communication. His contributions center on how emotion plays into perceptions of risk and risk response. For example, risks can loom larger than they would otherwise if they are associated with some emotion-laden event such as a terrorist attack. He has collaborated often with Daniel Kahneman and Amos Tversky, among many others. Slovic has served on the editorial board of dozens of academic journals and received honorary doctoral degrees from the Stockholm School of Economics and the University of East Anglia. He is also an associate of the National Academy of Sciences. The American Psychological Association has recognized him with its exclusive Distinguished Scientic Contribution Award. He is still very active in his research and is well known for riveting seminars given far and wide. Slovic gave Cornell Universitys Center for Behavioral Economic and Decision Research 25th Anniversary Lecture, celebrating the long-standing vibrant behavioral research community.

T H O U G H T Q U E S T I O N S

1.Trust is not easily observed in isolation. Rather, it must be measured simultaneously with reciprocity. Describe why these two must coexist, and what this could mean for interpreting our measures of trust. What other behaviors might trust be related to?

2.Find an example of how trust can reduce the costs of a transaction. What institutions may help to facilitate this trust?

3.Consider that you are a bank manager. You know that if depositors trust your bank, they will be willing to take a smaller interest rate.

(a)Given the what we know of how people develop trust, what might you do to enhance their trust?

(b)Given what we know of the potential biases in our judgment of trust, what steps might you take to ensure that your loan ofcers can avoid potential pitfalls?

4.Find an example of how an advertising campaign tries to enhance trust. What is the motivation of the rm? What principles do they use to enhance trust?

5.How can you use the principles of this chapter to improve your performance in job interviews? In what other settings could you apply these principles?

 

 

 

 

References

 

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R E F E R E N C E S

Berg, J., J. Dickhaut, and K. McCabe. Trust, Reciprocity and Social History.Games and Economic Behavior 10(1995): 122142.

Brinig, M.F., and S.M. Crafton. Marriage and opportunism.

Journal of Legal Studies 23(1994): 869894.

Carter, M.R., and M. Castillo. Trustworthiness and Social Capital in South Africa: Analysis of Actual Living Standards Data and Artifactual Field Experiments.Economic Development and Cultural Change 59(2011): 695722.

DeBruine, L.M. Facial Resemblance Enhances Trust.Proceedings of the Royal Society of London B 269(2002): 13071312.

Fehr, E. On the Economics and Biology of Trust.Journal of the European Economic Association 7(2009): 235266.

Fehr, E., and S. Gächter. Fairness and Retaliation: The Economics of Reciprocity.Journal of Economic Perspectives 14(2000): 159181.

Glaeser, E.L., D.I. Laibson, J.A. Scheinkman, and C.L. Soutter.

Measuring Trust.Quarterly Journal of Economics 115(2000): 811846.

Johansson-Stenman, O., M. Mahmud, and P. Martinsson. Trust and Religion: Experimental Evidence from Rural Bangladesh.

Economica 76(2009): 462485.

Knack, S., and P. Keefer. Does Social Capital Have an Economic Payoff? A Cross-Country Investigation.Quarterly Journal of Economics 112(1997): 12511288.

Rowthorn, R. Marriage and Trust: Some Lessons from Economics.

Cambridge Journal of Economics 23(1999): 661691.

Scharlemann, J.P.W., C.C. Eckel, A. Kalcelnik, and R.K. Wilson.

The Value of a Smile: Game Theory with a Human Face.

Journal of Economic Psychology 22(2001): 617640.

Slovic, P. Trust, Emotion, Sex, Politics, and Science: Surveying the Risk-Assessment Battleeld.Risk Analysis 19(1999): 689701.

Stanley, D.A., P. Sokol-Hessner, M.R. Banaji, and E.A. Phelps.

Implicit Race Attitudes Predict Trustworthiness Judgments and Economic Trust Decisions.Proceedings of the National Academies of Science 108(2011): 77107715.

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