Is Reputation a Means or an End?

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.