Cooperation through Image Scoring: A Replication

Abstract

“Image scoring” is a type of social evaluation, originally used in agent-based models, where the reputation of another is numerically assessed. This phenomenon has been studied in both theoretical models and real-life psychology experiments (using human participants). The latter are aimed to create conditions in the laboratory where image scoring can be elicited. One influential paper is that of Wedekind and Milinski (2000), WM. Our paper is a replication of that study, deliberately employing very similar methodology to the original. Accordingly, we had six groups of ten participants play an economic game. In each round, each player was randomly paired with another player whose identity was unknown. The participant was given a binary choice of either (1) donating money to that person, or (2) not donating money. In each round, the player was passively exposed to information about the past generosity of the other player. In our study, we successfully replicated the central result of WM. Participants in our replication gave significantly more money to partners with higher image scores (more generous reputations) than those with lower image scores (less generous reputations). This paper also provides a critical review of the methodology of WM and the study of image scoring.