ABSTRACT
Patronage is a complex sequence of exchange between members of a group whose common bond is the obligation to remember the history of giving that connects them. The existence of this collective memory means that each act of patronage carries a certain amount of risk and responsibility. As the actions of the receiver can affect the giver's financial and social status it is wise to assess what a person is likely to do with resources placed at his or her disposal. 1 The safest course is to patronise people who are known, such as family members and close friends. Though possible in small communities this choice is not always practical in large urban or global environments where interaction frequently occurs
without previous introduction. In these situations alternative forms of knowledge and experience are necessary to make judgements about others.
