さらにこの研究では、「フェアネス」とは何かという倫理的な感覚の違いも作用していることが示されている。日本の消費者は抽選販売の平等性をよりフェアだと感じる傾向があるかもしれないが、米国の消費者は個人の努力に報いる先着順のほうをよりフェアだと考えている可能性があるのだ。

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