New Experiments show: to gain trust, we do good w/o considering cost. For related theory see http://bit.ly/1DouYHS http://www.pnas.org/content/early/2016/07/19/1601280113 …
should individuals not optimize cost/yield for their reputation when they cooperate? doing the wrong good can hurt reputation
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Yes. They should consider some things. Eg the benefits to others. But we don't like when they consider costs/benefits to themselves.
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what if primary cost/benefit is not material but reputation itself?
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