Fair play -- a question of self-image? Researchers explain conditions under which people are prepared to behave fairly

Why do people behave selfishly and accept that their behavior may have negative consequences for others? Researchers in Germany investigated this question in a laboratory experiment. They found that such behavior often depends on whether information about the consequences for others can be ignored. Based on their findings, the researchers believe that conclusions can be drawn on, for instance, how the marketing of fair trade products could be improved.

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