How high is the price we would pay for justice?

A sense of justice and injustice is an evolved moral emotion to signal to others that if exchanges are not fair there will be a price to pay. In the Ultimatum Game, in which one person is given a sum of money to divide with another person — with the stipulation that if the offer is accepted both keep the money, but if the offer is rejected no one gets any money — offers less than 30 percent of the sum are typically rejected. That is, we are willing to pay 30 percent to punish an offender. This is called moralistic punishment.

A firm’s Web site is a major tool for establishing the initial relationship with the customer. The Web site performs four important functions; establishing the brand identity and consumer expectations, informing and educating the consumer, shaping the customer experience, and anchoring the brand in an ocean of marketing messages coming from different sources. The Web site is the one place the consumer can turn to find the complete story. This is not true of apps, e-mail, or search engine ads.