From A Talk With Karl Sigmund at Edge.org:
These ideas fed into our work on indirect reciprocity, a concept that was first introduced by Robert Trivers in a famous paper in the 1970s. I recall that he mentioned this idea obliquely when he wrote about something he called “general altruism”. Here you give something back not to the person to whom you owe something, but to somebody else in society. He pointed out that this also works with regard to cooperation at a high level. Trivers didn’t go into details, because at the time it was not really at the center of his thinking. He was mostly interested in animal behavior, and so far indirect reciprocity has not been proven to exist in animal behavior. It might exist in some cases, but ethologists are still debating the pros and cons.
In human societies, however, indirect reciprocity has a very striking effect. There is a famous anecdote about the American baseball player Yogi Berra, who said something to the effect of, “I make a point of going to other people’s funerals because otherwise they won’t come to mine.” This is not as nonsensical as it seems. If a colleague of the university, for instance, goes faithfully to every faculty member’s funeral, then the faculty will turn out strongly at his. Others reciprocate. It works. We think instinctively in terms of direct reciprocation — when I do something for you, you do something for me — but the same principle can apply in situations of indirect reciprocity. I do something for you and somebody else helps me in return.
More here.