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A challenge for many online production communities is to direct their members to accomplish tasks that are important to the group, even when these tasks may not match individual members' interests. Here we investigate how combining group identification and direction setting can motivate volunteers in online communities to accomplish tasks important to the success of the group as a whole. We hypothesize that group identity, the perception of belonging to a group, triggers in-group favoritism;doi:10.1145/2145204.2145344 dblp:conf/cscw/ZhuKK12a fatcat:zbb2vwrddvb53i75qm5udhx2eq