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Moral Reputation: An Evolutionary and Cognitive Perspective

From an evolutionary point of view, the function of moral behaviour may be to secure a good reputation as a co-operator. The best way to do so may be to obey genuine moral motivations. Still, one's moral reputation maybe something too important to be entrusted just to one's moral sense. A robust concern for one's reputation is likely to have evolved too. Here we explore some of the complex relationships between morality and reputation both from an evolutionary and a cognitive point of view. People may behave morally because they intrinsically value doing so—a genuine moral reason—or in order to gain the approval of others—an instrumental reason. Both moral and reputational concerns are commonly involved in moral behaviour and cannot be pried apart without understanding their intricate relationships. Here we aim at contributing to such an understanding by investigating the role, content, and mechanisms of moral reputation. 1. Function and Motivation of Moral Behaviour