Proposer's moral identity modulates fairness processing in the ultimatum game: Evidence from behavior and brain potentials

Economic decision-making is pivotal to both human private interests and the national economy. People pursue fairness in economic decision-making, but a proposer's moral identity can influence fairness processing. Previous ERP studies have revealed that moral identity has an effect on fairness considerations in the Ultimatum Game (UG), but the findings are inconsistent. To address the issue, we revised the moral-related sentences and used the ERP technique to measure the corresponding neural mechanism. We have observed that the fairness effect in UG can be mirrored in both MFN and P300 changes, whereas the moral identity effect on fairness in UG can be reflected by MFN but not P300 changes. These findings indicate that the moral identity of the proposer can modulate fairness processing in UG. The current study opens new avenues for clarifying the temporal course of the relationship between the proposer's moral identity and fairness in economic decision-making, which is beneficial for understanding the influencing mechanism of fairness processing and fair allocations in complex social contexts.