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



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