One way in which technology might affect the links of fairness to outcomes is that it may enable organizations to more quickly, directly, and consistently respond to justice violations (e.g., mass email apologies). While a quicker response is not necessarily a better one, “getting ahead of reactions” can help squash a growing negative problem. Just as individuals now can quickly mobilize for collec tive action against an organization (e.g., consumer protests against fee hikes) so too can organizations quickly respond to mitigate unfairness perceptions.