“…However, under the neoclassical homo-economicus model, we would argue that rational people do not readily sacrifice their health, status, income, comfort, freedom and, much less, their life, but most people do endure substantial costs for reasons other than personal benefit. Behavioural evidence does show that rational individuals routinely risk wealth, health and even life for family and friends and sometimes even strangers (Frey et al, 2010;Savage andTorgler, 2013, 2015). A large number of people would be willing to claim some inclination to suffer and even die for their most cherished values, and a non-trivial number make good on their claims.…”