“…In contrast, social signaling models propose that people's motivation underlying these same actions is a desire to demonstrate to others that they are fair, rather than a desire to actually be fair. People frequently engage in behaviors that allow them to appear nice, altruistic, and fair to others (Barclay & Willer, 2007;De Cremer & Sedikides, 2008;Kahn & Young, 1973;Latane, 1970;Milinski, Semmann, & Krambeck, 2002;Reis & Gruzen, 1976); such self-presentation or impression management is a ubiquitous aspect of social interaction (Baumeister, 1982;Leary, Allen, & Terry, 2011;Leary & Kowalski, 1990). Social Veil of Fairness 5 signaling models therefore predict that individuals should be less willing to pay costs in order to be fair if their unfair behavior is unlikely to be discovered by others (Andreoni & Bernheim, 2009;Dana et al, 2007) -that individuals do not prefer fair outcomes per se, but merely that others think that they are fair.…”