2. The ultimatum bargaining problem -> why choices are inconsistent with our own economic self-interest

In the ultimatum game expectations of fairness lead to the rejection of economically desirable offers. Player 1 is strategically (economic), player 2 morally à reject profitable offers when they find the behavior of player 1 is unfair. Ignoring other fairness concerns can be costly, but what is fair is not the same for everyone. 

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