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A combination of survival and ego. Survival in that they need what the other person is exchanging (so will lie or cheat to get it) and ego that they feel good and big for having made the deal (Winning a barter feels good).

/Edit - obviously there's probably a bit more to it than that. If I won a barter by cheating or survived by swindling, it wouldn't feel that good. I'd like to think a lot of other people are similar, but there's plenty of exceptions...well, like the person who switched the horsemeat labels for one ;-)