This paper analyses the micro-level processes by which ordinary rural Nepalis came to support the Maoist insurgency. Working through the implications of orthodox collective action theory, it finds that Maoist cadres are unlikely to have been strongly motivated by considerations of acquisitive self-interest. However, the participation of many may have been partly secured through various forms of coercion. Non-instrumental motivations for participation that are not accounted for by the rational choice premises that underpin conventional collective action theory are also identified. These are found to have been of particular significance in the violent and uncertain context of contemporary Nepal.