Indirect reciprocity and reputation management: Interdisciplinary findings from evolutionary biology and economics |
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Authors: | Charles Marsh |
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Institution: | William Allen White School of Journalism and Mass Communications, University of Kansas, Lawrence, KS 66045, USA |
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Abstract: | The concept of indirect reciprocity provides a scientific basis for the strategic value of corporate social responsibility within public relations. In contrast to direct reciprocity, indirect reciprocity occurs when an entity other than the recipient rewards a benevolent actor. Drawing primarily upon research from evolutionary biology and economics, this article builds an interdisciplinary case for the reality and efficacy of indirect reciprocity as a strategic means of building reputation and, consequently, establishing relationships that lead to resource acquisition. It concludes with a call for additional, related explorations of disciplines such as psychology, primatology, and neuroscience. |
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Keywords: | Indirect reciprocity Corporate social responsibility Reputation Resource acquisition Evolutionary biology Economics |
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