Multiple Reputations: Selective Attention to Competence and Character.

Abstract

Reputation is multidimensional, with some traits being more relevant than others in particular contexts. Can people selectively respond to reputational cues relevant to the task at hand? Across three studies, we examined how people weigh cues about helpfulness and competence when forming expectations about strangers' behavior. Using adapted investment games, we varied whether a stranger's helpfulness or competence predicted participants' future payoffs. We found that when helpfulness is task-relevant (Experiments 1 and 2), participants correctly use this cue in investment decisions. When competence matters most (Experiment 3), participants use it as the primary cue. Overall, a high reputation for outcome-irrelevant characteristics did not compensate for a low reputation for the outcome-relevant reputational cue. However, we also find an asymmetric spillover: Decision-makers prefer cooperating with others who are highly competent and highly helpful, regardless of task demands. We discuss our results within the theoretical framework of person perception and theories of reputation.