The norm of reciprocity

One of the central problems of sociological theory is accounting for stability and instability in social systems. In my search in literature about the existence and origins of conflict I came across an interesting article written by Gouldner, already in 1960*!

I read it with great interest, and while I can't using it at the moment, I don't want to withhold it from you. And I'am rather interested in your reaction on the statements in this articel. Maybe you can help me to connect it with my research-topic.
The author claims that there is some general norm of reciprocity that explains why people are not breaking off existing relations or began to quarrel even when the other party is not fully repaying his debt.
He explains that for example an employer not only pays his workers because he has contracted to do so; he may also feel that the workman has earned his wages. This latter is based on a general norm of reciprocity: if others have been fulfilling their status duties to you, you in turn have an additional or second order obligation (repayment) to fulfill your status duties to them.
If  people refuse to do their duty, those demanding compliance maybe required to justify their claims: "if you won't do this simply because it is your duty, then remember all that I have done for you in the past and do it to repay your debt to me."

"When internalized in both parties, the norm obliges the one who has first received a benefit to repay it at some time; it thus provides some realistic grounds for confidence. Consequently there may be less hesitancy in being the first ."
For my research I'am interested in why - if these statements are true - people are not acting conform this general norm. And then Gouldner ends his article with the following: "clearly the norm of reciprocity cannot apply with full force in relations with children, old people, or those who are mentally or physically handicapped."

*Alvin W. Gouldner, The norm of reciprocity: a preliminary statement, American Sociological Review, april 1960, Volume 25, Number 2