How Reputation Systems Change the Psychological Antecedents of Fairness in Virtual Environments

Reputational systems promote pro-social behaviors, also in virtual environments, therefore their study contributes to the knowledge of social interactions. Literature findings emphasize the power of reputation in fostering fairness in many circumstances, even when its influence is not directly oriented towards specific individuals. The present study contributes to the investigation of the psychological antecedents of fairness, introducing (or not) reputation in the social dilemma framework. Although reputational systems usually influence fairness dynamics, there are also socio-psychological characteristics that can play a role, affecting the adhesion to the norm online. To investigate their effects, we employed a virtual bargaining game that could include a reputational system depending on the experimental condition. Results show that the participant’s fairness could be significantly influenced by socio-psychological and demographic characteristics, as well as personality traits. Reputation seems to decrease fairness in those individuals who report high levels of Neuroticism and Openness. At the same time, high values of Self-Efficacy appear to be more likely associated with unfair behaviors when reputation is off the bargaining. Finally, Age and Sense of Community emerge as fairness promoters regardless of the experimental condition.