Removing Individuals' License to Misbehave

Numerous studies have found evidence of individuals’ moral licensing behaviors - when individuals engage in a good deed, this in turn grants them ‘license’ to engage in self-interested behaviors. This research is the first to develop and test an intervention designed to counteract these counterproductive licensing behaviors.


Nicole Robitaille, Nina Mazar, and Andrew Mitchell (2014) ,"Removing Individuals' License to Misbehave", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 652-653.


Nicole Robitaille, Queen's University, Canada
Nina Mazar, University of Toronto, Canada
Andrew Mitchell, University of Toronto, Canada


NA - Advances in Consumer Research Volume 42 | 2014

Share Proceeding

Featured papers

See More


F13. A Story of Waste: Trust, Symbolic Adoption & Sustainable Disposal

Marwa Gad Mohsen, Babson College, USA

Read More


Bundle Variety and Preference: A Neuromarketing Study Using Event-Related Potentials

Ruyi Qiu, Tsinghua University
Xiaoang Wan, Tsinghua University

Read More


F8. Dual Routes for Consumer Responses to Corporate Social Responsibility: The Role of Positive Moral Emotions, Attitudes, and Empathy

Chunyan Xie, Western Norway University of Applied Sciences
Richard P. Bagozzi, University of Michigan, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.