 On the other hand, the mean offer increased all the way to $4.67 in the third-party label variation, with 72% making 50–50 offers (1995: 1415–1416).  These are effects that are easier to explain given a self-interested motivational story, than they are on a fairness motivational story. As the researchers note, “It seems that offerers only made equal offers when it was worth their while to appear fair” (1995: 1416).