Reputation Shifting

The study of reputation has often focused on such relatively narrow areas as creation of good reputations rather than developed systematic theoretical approaches to understanding the means by which reputations are modified, or shifted, and the factors affecting such shifts. This paper introduces the concept of reputation shifting, with an explicit theory that relates reputational endowments, content characters, audience characters, and opportunity/change factors to reputational stickiness. It also identifies five reputational actions (discard, conceal, redefine, transfer, create), and the strategies that can be taken to manage reputations