Reputation management in the age of the world-wide web

Claudio Tennie, Uta Frith, Chris D Frith

Research output: Contribution to journalArticlepeer-review

75 Citations (Scopus)


The reciprocal interactions with others that play such a significant part in our lives depend upon trust; individuals need to be confident that their partners are cooperative, and that they will return favours. Reputation permits the choice of better partners and provides incentives to be more cooperative. These uses of reputation are not unique to humans. However, in complex human societies, with large numbers of potential partners, keeping track of each other's reputation is a vital part of everyday life, and, in an inevitable arms race, ever more powerful strategies of reputation management are being developed. In this article, we bring together insights from different disciplines to throw new light onto the importance and scope of reputation management.
Original languageEnglish
Pages (from-to)482-8
Number of pages7
JournalTrends in Cognitive Sciences
Issue number11
Publication statusPublished - Nov 2010

Bibliographical note

Copyright © 2010 Elsevier Ltd. All rights reserved.


  • Models, Psychological
  • Cooperative Behavior
  • Trust
  • Biological Evolution
  • Humans
  • Interpersonal Relations
  • Social Behavior
  • Internet


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