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 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. Since morality consists of
much more than mere behaviour, 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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