If Homo Economicus Could Choose His Own Utility Function, Would He Want One with a Conscience ?. Frank, R. H. The American Economic Review, 77(4):593--604, 1987.
bibtex   
@article{ Frank2013e,
  author = {Frank, Robert H.},
  journal = {The American Economic Review},
  number = {4},
  pages = {593--604},
  title = {If Homo Economicus Could Choose His Own Utility Function, Would He Want One with a Conscience ?},
  volume = {77},
  year = {1987}
}
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