QUOTE : This doesn’t sound much like the rational profit maximizers that economists make us out to be. Traditional economic models don’t consider the human sense of fairness, even though it demonstrably affects economic decisions. They also ignore human emotions in general, even though the brain of Homo economicus barely distinguishes sex from money. Advertisers know this all too well, which is why they often pair expensive items, such as cars or watches, with attractive women. But economists prefer to imagine a hypothetical world driven by market forces and rational choice rooted in self-interest. This world does fit some members of the human race, who act purely selfishly and take advantage of others without compunction. In most experiments, however, such people are in the minority. The majority is altruistic, cooperative, sensitive to fairness, and oriented toward community goals. The level of trust and cooperation among them exceeds predictions from economic models.