11-P: the Positive Effect of Moral Licensing on Human Behavior: When a Virtuous Act Motivates You to Work Hard

Moral licensing theory argues that individuals who initially exhibit moral behaviors subsequently resort to immoral behaviors. Literature in the context of moral licensing predominantly highlights the negative consequences of this phenomenon. The current research contributes to this literature by highlighting the positive effects of moral licensing on individuals’ behaviors.



Citation:

Anirban Som (2017) ,"11-P: the Positive Effect of Moral Licensing on Human Behavior: When a Virtuous Act Motivates You to Work Hard", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1059-1059.

Authors

Anirban Som, IIM Trichy, India



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

N8. Effect of Awe on Collectable Consumer Experience

Eujin Park, Washington State University, USA
Andrew Perkins, Washington State University, USA
Betsy Howlett, Washington State University, USA

Read More

Featured

Foods for Sharing: The Social Value of Handmade Foods

Xin Wang, Nanjing University
Chunqu Xiao, Nanjing University
Xingyu Duan, Nanjing University
Hong Zhu, Nanjing University

Read More

Featured

R14. Are Lonely Consumers Loyal Consumers? Loneliness Breadth and Depth

Eunyoung Jang, Oklahoma State University, USA
Zachary Arens, Oklahoma State University, 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.