How your sense of fairness influences what you spend
Rory SutherlandOgilvy
You are on a deserted beach on a hot day. You've been there a while and you are thirsty. A friend of yours has spotted a single place selling beer a few hundred yards in the distance. He explains that he's just off to fetch a bottle of beer for himself, and wonders if you would like one too. "Let me know how much you are willing to pay for a chilled bottle of, say, Heineken from that [beach-shack/luxury resort hotel] over there," he explains. "If the price...