The factors that compel individuals to exert the extraordinary effort needed to create high reliability — consistent error-free performance under trying conditions — remain unspecified. Here, we propose that when individuals experience emotional ambivalence and prosocial motivation, it...

Economic sociology is a rapidly expanding field, applying sociology's core insight--that individuals behave according to scripts that are tied to social roles--to economic behavior. It places homo economicus (that tried-and-true fictive actor who is completely rational, acts only out of...