2017
DOI: 10.1007/s11301-017-0128-0
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Moral licensing: a culture-moderated meta-analysis

Abstract: Moral licensing is a cognitive bias, which enables individuals to behave immorally without threatening their self-image of being a moral person. We investigate this phenomenon in a cross-cultural marketing context. More specifically, this paper addresses the questions (i) how big moral licensing effects typically are and (ii) which factors systematically influence the size of this effect. We approach these questions by conducting a meta-analysis and a meta-regression. Based on a random effects model, the point… Show more

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Cited by 53 publications
(77 citation statements)
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“…Our study supports the notion that KAMs can serve as a moral license to waive an adjustment. Recent research shows that the strength of this effect depends on individual beliefs about moral values, which in turn are shaped by an individual's socio-cultural background (Simbrunner & Schlegelmilch, 2017;Ward, 2015). Therefore, it may be fruitful to conduct this experiment in different cultural settings (Nolder & Riley, 2014).…”
Section: Discussionmentioning
confidence: 99%
“…Our study supports the notion that KAMs can serve as a moral license to waive an adjustment. Recent research shows that the strength of this effect depends on individual beliefs about moral values, which in turn are shaped by an individual's socio-cultural background (Simbrunner & Schlegelmilch, 2017;Ward, 2015). Therefore, it may be fruitful to conduct this experiment in different cultural settings (Nolder & Riley, 2014).…”
Section: Discussionmentioning
confidence: 99%
“…Moderators of the moral licensing effect are largely unknown (Blanken, van de Ven, & Zeelenberg, 2015), but Simbrunner and Schlegelmilch (2017) recently provided evidence for two potential moderators: (1) The culture of the studied population and (2) the type of control condition (neutral vs. immoral previous behavior). Specifically, they argued that the cultural background of participants shapes their moral standards by processes of socialization and thus influences their moral self-concept.…”
mentioning
confidence: 99%
“…Even if the effect size was equal to the effect size estimated by the meta-analysis by Blanken et al ( 2015;d = 0.31), the statistical power of two of our experiments would be larger than 80%. It is still possible that there exists large heterogeneity in the size of the moral licensing effect which may depend, for example, on culture or the features of the task used in a study (Simbrunner & Schlegelmilch, 2017…”
Section: Discussionmentioning
confidence: 99%
“…Recent unsuccessful attempts to replicate some of the licensing experiments (Blanken, van de Ven, Zeelenberg, & C, 2014) and findings from meta-analyses, which show a generally small and unstable effect of moral licensing (Blanken, Ven, & Zeelenberg, 2015;Simbrunner & Schlegelmilch, 2017), have called the robustness and practical significance of moral licensing into question. One of the possible explanations for the heterogeneity of the licensing effect is that moral licensing in moderated by a host of factors.…”
mentioning
confidence: 99%
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