Abstract

In many contexts, such as business, science and law, it is essential to determine whether a company, a product or a person in fact has the reputation attributed to it, regardless of whether that reputation has been rightly earned. In this paper I offer two necessary and jointly sufficient conditions for the attribution of a reputation to a subject within a social group. The first one concerns the way in which reputational information is spread among the members of the relevant social group; the second is the existence, in most members of the group, of a disposition to interpret and evaluate a reputational object in a manner molded by reputational information. Reputational claims generate expectations that are tested every time a member of the group comes in contact with the reputational object. In many cases, the preferential search for behavioral evidence consistent with those expectations will result in a distorted evaluation of the reputational object.