Perceived fairness of taxation came next, followed by reputation, which they said was becoming more important.
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We tend to use irrational guidelines such as perceived fairness and loss aversion, which are based on emotions, attitudes and memories, not logic.
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Accuracy and fairness extends to coverage of any real or perceived business interests of News Corp.
WSJ: A Report to Our Readers
The other one is a willingness to be perceived to be distributing resources equitably and to also have fairness and justice.
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