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But all is not lost for fairness norms.
So our fairness norms look to have little enhancing power after all, or at least in these kinds of cases.
The other variable which Batson found to increase motivation associated with the fairness norms had to do with perspective taking.
The implication is that moral motivation caused by our fairness norms seems to be weak and highly susceptible to being outweighed in cases of this type where the person's self-interest is at stake.
No-envy is not generally satisfiable, but there is a family of fairness norms that could be construed as egalitarian criteria for assessing distributions and that is resourcist in the basic sense of eschewing interpersonal welfare comparisons.
In response it has been argued that just as what counts as fair differs among human communities, what is unfair to humans may not be unfair to another species; researchers should consider natural behavior in order to uncover potential fairness norms (Bekoff & Pierce 2009; Brosnan & Bshary 2010).
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One fairness norm says that egalitarian transfers should not vary depending on people's features for which they should be held responsible.
Another fairness norm says that people with the same features for which they should be held responsible should be treated the same.
This heightened awareness seemed to either create extra motivation to comply with the fairness norm or lessen motivation to do the self-interested thing (or perhaps both).
This initial evidence thus favors postulating a motive to follow the fairness norm (and perhaps moral norms more generally) for its own sake (Batson and Thompson 2001: 55 56 .. Suppose this hypothesis about motivation is correct.
To summarize, the studies mentioned above suggest that participants could have had their relevant fairness norm activated in this case, the norm that flipping a coin and conforming to its results is the morally right way to behave and even be motivated to some extent to do so.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com