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1、ThoughtsthatCount:FairnessandPossibilities,IntentionsandReactionsKurtCarlsonFuquaSchoolofBusinessDukeUniversityandDaveSallyJohnsonGraduateSchoolofManagementCornellUniversity(March2001)1Kurt,Iwasatalossforyourbirthday.Atfirst,Iconsidered________,ButIfoundtheseandmypro
2、blemwassolved.Iconsideredgettingyounothing.IconsideredaroundofgolfatPebbleBeach.2InfluenceofPossibilitiesonFairnessConcernsTheidentityoftheactorandhisrelationshipwiththeobserverareessentialcomponentsofthecontext.Contextmattersinautomaticevaluation.“Theverysameactmayb
3、eviewedas_____.”fairunfairwhenperformedbyafriend/saintenemy/outlawwhenperformedonasunnydayrainydaywhenoptionsarelimitedbountiful3TheUltimatumBargainingGame•2-playergamefora$10pie(Offerer,Responder,$10)•OfferermakesaproposedsplitofthepietotheResponder.Offerer’scut=$10
4、–$RResponder’scut=$R•Responderacceptsorrejectstheproposedsplit.•IfResponderaccepts,Offerergets$10-$RRespondergets$R•IfResponderrejects,bothgetnothing.4WhenwilltheResponderrejectanoffer?Economics(fairnessdoesn’tplayarole):MyUtility=f(MyPayoff)rejectif$R=0DifferenceAv
5、ersion(bigdifferencesinpayoffsareunfair):Utility=f(RelativePayoffs)rejectif(R<<10–R)OurView(fairnessisoftendrivenbytheoptions):Utility=f(Payoffs&PlayersOptions)5MoreonOurViewofFairnessOfferAttributionofAccept/Reject&theOfferer,theproposedOptionsEU=(payoffs,split.P
6、unishavailabletypeofperson)viarejection.6VariableAlternativesUltimatumGameBeforetheOffererformulatesanoffer,alimittothemaximumofferisrandomlygenerated.Responderknows:(a)potentialpayoffs&(b)limitExperimentalprotocol:a)hypotheticalgamewitha$10pieb)Responderfaces3ultima
7、tumoffersof$1,$2.50,and$5c)1VAUGofferof$2.50w/constraintof$2.50,$3.50,$5,or$10d)78participants,51completedattributionmeasuresforOfferer-Fair-Selfish-Likable-Controlofoffer7RejectionRatesfortheUBG(Thesizeofthepayoffmatters.)N=788RejectionRatesfora$2.50OfferinVAUG (But
8、sodoesthesizeofthesetfromwhichtheOffererchosetheoffer.)N=789AttributionsbyVAUGLimitN=5110AConsumerChoiceExampleSnowShovelVignetteYo
