Moral Compensation and the Environment: Affecting Individuals’ Moral Intentions Through How They See Themselves As Moral

Jennifer Jordan, University of Groningen, The Netherlands
Francesca Gino, Harvard Business School, USA
Ann Tenbrunsel, University of Notre Dame, USA
Marijke Leliveld, University of Groningen, The Netherlands
Across two studies, we find that having people engage in extreme, but not moderate, moral recalls leads to compensatory environment-related moral behavior. We propose that this effect is due to the ability of extreme moral behavior to alter individuals’ moral self-images and hence their desires to alter these states via moral behavior.
[ to cite ]:
Jennifer Jordan, Francesca Gino, Ann Tenbrunsel, and Marijke Leliveld (2011) ,"Moral Compensation and the Environment: Affecting Individuals’ Moral Intentions Through How They See Themselves As Moral ", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 196-197.