It is only fair: blood donors are more sensitive to violations of fairness norms than nondonors - converging psychometric and ultimatum game evidence.

Blood donors have a heightened sensitivity to unfairness violations. This indicates a very clear and specific line for the development of interventions that align fairness, self-interest and reciprocity, for example voluntary reciprocal altruism (VRA). We also highlight the importance of establishing intervention development within a clinical trials model and emphasize why experimental work of this type is vital.