Richard Dawkins in delanceyplace:
“I have mentioned kinship and reciprocation as the twin pillars of altruism in a Darwinian world, but there are secondary structures which rest atop those main pillars. Especially in human society, with language and gossip, reputation is important. One individual may have a reputation for kindness and generosity. Another individual may have a reputation for unreliability, for cheating and reneging on deals. Another may have a reputation for generosity when trust has been built up, but for ruthless punishment of cheating. The unadorned theory of reciprocal altruism expects animals of any species to base their behaviour upon unconscious responsiveness to such traits in their fellows. In human societies we add the power of language to spread reputations, usually in the form of gossip. You don't need to have suffered personally from X's failure to buy his round at the pub. You hear 'on the grapevine' that X is a tightwad, or — to add an ironic complication to the example — that Y is a terrible gossip. Reputation is important, and biologists can acknowledge a Darwinian survival value in not just being a good reciprocator but fostering a reputation as a good reciprocator too. Matt Ridley's The Origins of Virtue, as well as being a lucid account of the whole field of Darwinian morality, is especially good on reputation.
“The Norwegian-American economist Thorstein Veblen and, in a rather different way, the Israeli zoologist Amotz Zahavi have added a further fascinating idea. Altruistic giving may be an advertisement of dominance or superiority. Anthropologists know it as the Potlatch Effect, named after the custom whereby rival chieftains of Pacific north-west tribes vie with each other in duels of ruinously generous feasts. In extreme cases, bouts of retaliatory entertaining continue until one side is reduced to penury, leaving the winner not much better off. Veblen's concept of 'conspicuous consumption' strikes a chord with many observers of the modern scene. Zahavi's contribution, unregarded by biologists for many years until vindicated by brilliant mathematical models from the evolutionary theorist Alan Grafen, has been to provide an evolutionary version of the potlatch idea. Zahavi studies Arabian babblers, little brown, birds who live in social groups and breed cooperatively. Like many small birds, babblers give warning cries, and they also donate food to each other. A standard Darwinian investigation of such altruistic acts would look, first, for reciprocation and kinship relationships among the birds. When a babbler feeds a companion, is it in the expectation of being fed at a later date?
More here.