The Undercover Altruist – How the Fear For Social Sanction May Discourage Moral Behavior.

Rather than being celebrated, in certain cases moral behavior is met with social sanctions, when perceived as threatening to the observers' moral self-image. We provide evidence of people anticipating this effect, and avoiding to engage in moral behavior when observed by others.


Jan Willem Bolderdijk and Gert Cornelissen (2014) ,"The Undercover Altruist – How the Fear For Social Sanction May Discourage Moral Behavior.", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 773-773.


Jan Willem Bolderdijk, University of Groningen, The Netherlands
Gert Cornelissen, Universitat Pompeu Fabra, Spain


NA - Advances in Consumer Research Volume 42 | 2014

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