
Contents
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Reputation and Rationality Reputation and Rationality
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How Does a Social Trait Emerge? How Does a Social Trait Emerge?
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Altruism and Reputation Altruism and Reputation
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Indirect Reciprocity: The Advantages of a Good Reputation Indirect Reciprocity: The Advantages of a Good Reputation
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Reputation Seen by Others and by Ourselves Reputation Seen by Others and by Ourselves
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A Methodological Caveat: Evolution, Genealogies, and Philosophical Fictions A Methodological Caveat: Evolution, Genealogies, and Philosophical Fictions
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Tell Me What You Do and I’ll Tell You Who You Are: Reputation as a Signal Tell Me What You Do and I’ll Tell You Who You Are: Reputation as a Signal
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2 Is Reputation a Means or an End?
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Published:November 2019
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Abstract
This chapter is devoted to the theoretical approaches to reputation developed in the different branches of social science that adopt the theory of rational choice. It answers the principal questions of whether reputation can be seen as a rational strategy or as a means to other ends or an end in itself. The chapter explores the various ways in which cultivating one's reputation, given the costs it imposes and the benefits it confers, can be a rational strategy. It examines how several most prominent social scientists approach the questions on reputation. It also treats explanations that synthesize evolutionary theory with rational-choice theory only as “theoretical models” useful for illuminating the conditions for the possibility of the emergence of a social trait, such as reputation.
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