The Interaction Between Moral Behavior and Social Norms

This research uses the case of digital-content piracy to examine the behavioral consequences of engaging in socially acceptable immoral behaviors. We suggest that consumers’ willingness to pay for digital content piracy is driven by negative emotions linked to their perceived dishonesty and relevant when social norms against piracy are strong.


Dikla Perez and Ayelet Gneezy (2016) ,"The Interaction Between Moral Behavior and Social Norms ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 754-754.


Dikla Perez, Tel Aviv University and Technion, Israel
Ayelet Gneezy, University of California San Diego, USA


NA - Advances in Consumer Research Volume 44 | 2016

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