A Dispositional Theory of Reputation Costs

Politicians frequently turn to reputational arguments to bolster support for their proposed foreign policies. Yet despite the prevailing belief that domestic audiences care about reputation, there is very little direct evidence that publics care about reputation costs, and very little understanding of how. We propose a dispositional theory of reputation costs in which citizens facing ill-defined strategic situations turn to their core predispositions about foreign affairs in order to weigh competing reputational dimensions. Employing a diverse array of methodological tools—from vignette-based survey experiments to automated text analysis—we show that the mass public has a “taste” for reputation, but understands it in fundamentally different ways, with hawks concerned about the negative reputational consequences of inconsistency, and doves equally concerned with the negative reputational consequences of belligerence and interventionism. In illustrating how reputation costs are in our heads, our findings offer both good and bad news for theories of reputation in IR.