I thought this was an interesting article. The brain reacts to fairness in the same way that it does to money and chocolate. It was the chocolate reference that caught my attention of course!

It’s a simple enough idea. We feel better if we think we are treated fairly. This seems to be a hardwired response, and rewards that are felt to be fair will be valued more than an objectively larger reward that doesn’t feel like “a fair share”.

If it is right, then it could be quite important.

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