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Series:   Elements in Applied Evolutionary Science

The Evolution of Reputation-Based Cooperation

A Goal Framing Theory of Gossip

Published online by Cambridge University Press:  22 November 2023

Rafael Wittek  and
Francesca Giardini
Rafael Wittek
Affiliation:
University of Groningen
Francesca Giardini
Affiliation:
University of Groningen

Summary

Gossiping and its reputation effects are viewed as the most powerful mechanism to sustain cooperation without the intervention of formal authorities. Being virtually costless, gossiping is highly effective in monitoring and sanctioning norm violators. Rational individuals cooperate in order to avoid negative reputations. But this narrative is incomplete and often leads to wrong predictions. Goal Framing Theory, a cognitive-behavioral approach anchored in evolutionary research, provides a better explanatory framework. Three overarching goal frames (hedonic, gain, and normative) constantly compete for being in our cognitive foreground. This Element argues that for gossip to have reputation effects, a salient normative goal frame is required. But since the hedonic mindset usually trumps gain and normative concerns, most gossip will be driven by hedonic motives and therefore not have strong reputation effects. Propositions on cultural, structural, dispositional, situational, and technological gossip antecedents and consequences are developed and illustrated with evidence from the empirical record.
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Keywords

Gossipreputationcooperationgoal framingevolution
Type
Element
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Series: Elements in Applied Evolutionary Science
Online ISBN: 9781009217521
Publisher: Cambridge University Press
Print publication: 21 December 2023

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