ЧУВСТВОТО ЗА ДЪЛГ КАТО ОГРАНИЧИТЕЛ НА ПРЕСЛЕДВАНЕТО НА ЛИЧНИЯ ИНТЕРЕС
COMMITMENT AS A CONSTRAINT TO THE PURSUIT OF SELF-INTEREST

Summary/Abstract: By applying the behavioural economics approach and the findings of the empirical survey we conducted, this paper analyses constraints on the pursuit of self-interest. The objective is to transfer scientific insights about the impact which general rules of morality have on human activities; to establish what moral standards govern the community we researched and to provide new empirical evidence about the influence which the sense of duty has on human behaviour. Our research supports the thesis that people are governed by their sense of duty; they care about the well-being of other people and act responsibly and responsively, whether or not they benefit as individuals and groups; they also seek to treat others reciprocally and evaluate market phenomena from the perspective of their moral feelings. Unlike the Homo Economicus, real people are more moral, good-natured and attractive when treated in compliance with established moral standards and more immoral, evil and repulsive when treated contrary to them.

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