Private opinion/community advice. The quality of self-organization, in terms of sorting out individuals into homogeneous segments, depends on two factors: (i) the weighting between past private consumption experiences and information signals sent by the community; (ii) individuals’ level of requirement towards communities, that is the wayconsumers’ loyalty to a given community is positively or negatively affected by “good” or “bad” advices. Two results have been stressed (Curien et al. 2001). Result 1: consumers can efficiently self-organize
in online communities only if their trust towards communitarian advices is neither too low nor too high. In the former case, it is not worth belonging to a community the advices of which are weakly taken into account.