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Fairness-aware recommender systems that have a provider-side fairness concernseek to ensure that protected group(s) of providers have a fair opportunity topromote their items or products. There is a ``cost of fairness'' borne by theconsumer side of the interaction when such a solution is implemented. Thisconsumer-side cost raises its own questions of fairness, particularly whenpersonalization is used to control the impact of the fairness constraint. Inadopting a personalized approach to the fairness objective, researchers may beopening their systems up to strategic behavior on the part of users. This typeof incentive has been studied in the computational social choice literatureunder the terminology of ``bossiness''. The concern is that a bossy user may beable to shift the cost of fairness to others, improving their own outcomes andworsening those for others. This position paper introduces the concept ofbossiness, shows its application in fairness-aware recommendation and discussesstrategies for reducing this strategic incentive.

Who Pays? Personalization, Bossiness and the Cost of Fairness