But while this example fits in part the notion of trust as I have defined it, it captures only one aspect of the idea of trust, namely that customers can trust the salesman to hand over a reliable car. It cannot convey the idea of the salesman trying to acquire a reputation for honesty — trying, through his behaviour, to alter people’s perception of what kind of person ‘he really is’. For notice that in the foregoing infinitely repeated game customers do not revise their opinion of him. They know he is dishonest (in the sense of having the pay-off structure of figure 4.1) and behaves honestly only because of the punishment (loss of customers) that will be meted out to him should he never renege.

DEFINE: Distinguishes bare trustworthiness from active reputation-building, where behavior changes others' beliefs about one's true character.

Diego Gambetta, Trust - Making and Breaking…, loc. 966