Our opinion is thus based partly on the theory we hold of the effect of culture, class membership, family line, and the like on a person’s motivation (his disposition) and hence his behaviour. The opinion which is publicly formed and held is this person’s reputation. Our problem in essence is to infer the person’s qualities from such data.

DEFINE: Reputation defined as publicly formed opinion inferred from qualities evidenced in behavior, filtering through theories of culture, class, and family.

Diego Gambetta, Trust - Making and Breaking…, loc. 822