I think this is the right sort of framework to capture the idea that people invest resources for the purpose of building a reputation for honesty. The gains from honest behaviour are built directly into the model. The fact that the dishonest salesman builds his reputation by going against his short-term interests is an important feature to highlight. This is his investment.

DEFINE: Clarifies the economic concept that honest reputation is an investment: a salesman gains reputation by acting against immediate self-interest. Builds on: "Reputation-building involves altering perceptions of one's character"

Diego Gambetta, Trust - Making and Breaking…, loc. 1005