It is certainly the case that morality governs the interactions
that take place between individuals. But what if morality exists
because of these interactions? This book, first published in 2007,
argues for the claim that much of the behaviour we view as 'moral'
exists because acting in that way benefits each of us to the
greatest extent possible, given the socially structured nature of
society. Drawing upon aspects of evolutionary game theory, the
theory of bounded rationality, and computational models of social
networks, it shows both how moral behaviour can emerge in socially
structured environments, and how it can persist even when it is not
typically viewed as 'rational' from a traditional economic
perspective. This book also provides a theory of how moral
principles and the moral sentiments play an indispensable role in
effective choice, acting as 'fast and frugal heuristics' in social
decision contexts.
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