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Kahneman, D., Knetsch, J.L. and Richard, T. (1986) Fairness and the Assumptions of Economics. Journal of Business, Part 2: The Behavioral Foundations of Economic Theory, 59, 1-16.
http://www.anderson.ucla.edu/faculty/keith.chen/negot.%20papers/KahnKnetThal_FairEcon86.pdf

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