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1、CarlsonThoughts that Count: Fairness and Possibilities, Intentions and ReactionsKurtCarlsonFuquaSchoolofBusinessDukeUniversityandDaveSallyJohnsonGraduateSchoolofManagementCornellUniversity(March2001)1CarlsonKurt,Iwasatalossforyourbirthday.Atfirst,Iconsidered_,ButIfoundtheseandmyproblemwassolved.Icon
2、sideredgettingyounothing.IconsideredaroundofgolfatPebbleBeach.2CarlsonInfluence of Possibilities on Fairness ConcernsTheidentityoftheactorandhisrelationshipwiththeobserverareessentialcomponentsofthecontext.Contextmattersinautomaticevaluation.“Theverysameactmaybeviewedas_.”fairunfairwhenperformedbyaf
3、riend/saintenemy/outlawwhenperformedonasunny dayrainy daywhenoptionsarelimitedbountiful3CarlsonThe Ultimatum Bargaining Game2-playergamefora$10pie(Offerer,Responder,$10)OfferermakesaproposedsplitofthepietotheResponder.Offererscut=$10$RResponderscut=$RResponderacceptsorrejectstheproposedsplit.IfRespo
4、nderaccepts,Offerergets$10-$RRespondergets$RIfResponderrejects,bothgetnothing.4CarlsonWhen will the Responder reject an offer?Economics(fairnessdoesntplayarole):MyUtility=f(MyPayoff)rejectif$R=0DifferenceAversion(bigdifferencesinpayoffsareunfair):Utility=f(RelativePayoffs)rejectif(R10R)OurView(fairn
5、essisoftendrivenbytheoptions):Utility=f(Payoffs&PlayersOptions)5CarlsonMore on Our View of FairnessOfferAttributionofAccept/Reject& theOfferer, theproposedOptionsEU=(payoffs,split.Punishavailabletypeofperson)viarejection.6CarlsonVariable Alternatives Ultimatum Game1)BeforetheOffererformulatesanoffer
6、,alimittothemaximumofferisrandomlygenerated.2)Responderknows:(a)potentialpayoffs&(b)limit3)Experimentalprotocol:4)a)hypotheticalgamewitha$10pie5)b)Responderfaces3ultimatumoffersof$1,$2.50,and$56)c)1VAUGofferof$2.50w/constraintof$2.50,$3.50,$5,or$107)d)78participants,51completedattributionmeasuresfor
7、Offerer8)-Fair-Selfish-Likable-Controlofoffer7CarlsonRejectionRatesfortheUBG(Thesizeofthepayoffmatters.)N=788CarlsonRejection Rates for a $2.50 Offer in VAUG(But so does the size of the set from which the Offerer chose the offer.)N=789CarlsonAttributions by VAUG LimitN=5110CarlsonA Consumer Choice E
8、xample SnowShovelVignetteYoucallaroundtownandfindseveralstoresthatsellsnowshovelsfor$19.99.Youseethesnowshovels,andimmediatelyunderstandwhythisstorestillhasshovelsinstockwhilealltheothersareoutofstock.Thesignonthedisplayreads:SnowShovels$34.99Apparently,chainheadquarters,yourneighborraisedshovelpric
9、esinresponsetothegreaterthanusualdemand.Youglanceatyourneighborindisbeliefandhejustshrugshisshoulders.Youmustdecidewhetheryouwillbuyasnowshovelfromthisstorefor$34.99orcontinueusingyouroldshovel.Whatwillyoudo?(circleone)Buy DontBuy11CarlsonRejection of the Snow Shovel at $34.99eventhoughtheneighborre
10、ceivesthesamesurplusineachcase.N=7612CarlsonAttributions to the Store OwnerN=7613CarlsonAssuming you had already thrown out your old shovel and Assuming you had already thrown out your old shovel and had to purchase one at this store for $34.99, how satisfied had to purchase one at this store for $3
11、4.99, how satisfied would you be with your purchase?would you be with your purchase?N=7614CarlsonImplicationsfortheRetailerUnfavorableactionsarebestframedasunavoidable:PriceincreasesduetocostincreasesRestrictionsduetoregulationsDownsizingduetoeconomicconditionsandarebestifcarriedoutbythosewithoutDMpowerFlightcancellationsareannouncedbygatestaffExtensionsProtectedvalues:FordPinto(safetyvs.livesisanono)Relationships:prenups(shouldntevenconsiderdivorce)15
