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Subject(s)
Marketing
Volume
19
Journal Pages
19–22
Subject(s)
Marketing
Volume
5
Journal Pages
26–30
Subject(s)
Strategy and general management
Keyword(s)
corporate strategy
Secondary Title
Strategisches Business-to-Business Marketing
Pages
1–56
ISBN
978–3540440901
Subject(s)
Economics, politics and business environment; Management sciences, decision sciences and quantitative methods
Keyword(s)
Fairness, loss domain, ultimatum game, dictator game, reference-dependent preferences, social preferences
JEL Code(s)
D03, D81
We explore the interaction between fairness attitudes and reference dependence both theoretically and experimentally. Our theory of fairness behavior under reference-dependent preferences in the context of ultimatum games, defines fairness in the utility domain and not in the domain of dollar payments. We test our model predictions using a within-subject design with ultimatum and dictator games involving gains and losses of varying amounts. Proposers indicated their offer in gain- and (neatly comparable) loss- games; responders indicated minimum acceptable gain and maximum acceptable loss. We find a significant “generosity effect” in the loss domain: on average, proposers bear the largest share of losses as if anticipating responders’ call for a smaller share. In contrast, reference dependence hardly affects the outcome of dictator games -where responders have no veto right- though we detect a small but significant “compassion effect”, whereby dictators are on average somewhat more generous sharing losses than sharing gains.
View all ESMT Working Papers in the ESMT Working Paper Series here. ESMT Working Papers are also available via SSRN, RePEc, EconStor, and the German National Library (DNB).
Pages
47
ISSN (Print)
1866–3494