Simple Beliefs About Fairness

People often hold strong moral beliefs. Many people believe that resources should be assigned in an equitable fashion; the same effort should be compensated in the same way. Here we show that people generally fail to take the interchangeability of units into account when assigning fair punishments and rewards.


Ellen Evers, Michael O'Donnell, and Yoel Inbar (2020) ,"Simple Beliefs About Fairness", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 902-906.


Ellen Evers, University of California Berkeley, USA
Michael O'Donnell, University of California Berkeley, USA
Yoel Inbar, University of Toronto, Canada


NA - Advances in Consumer Research Volume 48 | 2020

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