I have a colleague who over the past couple of years has started working on the philosophy of economics and rational choice, and is looking at this sort of thing.Prima facie this is incontestably true - you might almost say "by definition" - but some of the more fascinating corners of current theory and experiment are actually finding circumstances where some aspects of "honour" are actually optimal in the economic sense. A rational theory of something like "honour" would be a really fun development
I'm heavily influenced by Weber and Foucault in my sociological thinking, and hence am ultimately a little sceptical of rational choice theories of cultural forms that predate liberal market societies - I think they run the risk of being anachronistic - but its certainly an interesting research project!