How could anybody dislike the notion of fairness? Everything is better when it is fair: a share, a fight, a maiden, a game and (for those who think blondes have more fun) hair. Even defeat sounds more attrac-tive when it is fair and square.rnA sense of fairness, as any parent knows, develops irritat-ingly early. A wail of "It's not fair!" is usually the first normative statement to come out of the mouths of babes and sucklings. People seem to be hard-wired to demand fairness. Studies in which people are offered deals that they regard as fair and unfair show that the former stimulate the reward centres in the brain; the latter stimulate areas associated with disgust.
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