How Gamers Form Perceptions of Justice and Fairness

How do gamers form perceptions of justice and fairness? How does the history of an in-game object have an effect on how much value we put into it? Does hot or cold emotional states affect our decision-making in games? Are there biases that make certain sales pitches more effective than others? What are some ways to improve your game experience for players who don't know what they're doing?