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Moral licensing: a culture-moderated meta-analysis

Author

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  • Philipp Simbrunner

    (Vienna University of Economics and Business)

  • Bodo B. Schlegelmilch

    (Vienna University of Economics and Business & Lingnan University College, Sun Yat-sen University)

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 estimate for the generalized effect size Cohen’s d is 0.319 (SE = 0.046; N = 106). Results of a meta-regression advance theory, by showing for the first time that both cultural background and type of comparison explain a substantial amount of the total variation of the effect size of moral licensing. Marketing practitioners wishing to capitalize on moral licensing effects should therefore consider cross-cultural difference, since marketing measures building on this effect may lead to different revenues in different countries.

Suggested Citation

  • Philipp Simbrunner & Bodo B. Schlegelmilch, 2017. "Moral licensing: a culture-moderated meta-analysis," Management Review Quarterly, Springer, vol. 67(4), pages 201-225, August.
    • Handle: RePEc:spr:manrev:v:67:y:2017:i:4:d:10.1007_s11301-017-0128-0
    DOI: 10.1007/s11301-017-0128-0
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    References listed on IDEAS

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    Cited by:

    1. Ming Kong & Jie Xin & Wenxiao Xu & Haonan Li & Dandan Xu, 2022. "The moral licensing effect between work effort and unethical pro-organizational behavior: The moderating influence of Confucian value," Asia Pacific Journal of Management, Springer, vol. 39(2), pages 515-537, June.
    2. Schlegelmilch, Bodo B. & Simbrunner, Philipp, 2019. "Moral licensing and moral cleansing applied to company-NGO collaborations in an online context," Journal of Business Research, Elsevier, vol. 95(C), pages 544-552.
    3. Ulph, Alistair & Panzone, Luca & Hilton, Denis, 2023. "Do rational people sometimes act irrationally? A dynamic self-regulation model of sustainable consumer behavior," Economic Modelling, Elsevier, vol. 126(C).
    4. Thomas G. Canace & Leigh Salzsieder & Tammie J. Schaefer, 2023. "Preventing Disclosure-Induced Moral Licensing: Evidence from the Boardroom," Journal of Business Ethics, Springer, vol. 187(4), pages 841-857, November.

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    More about this item

    Keywords

    Moral licensing; Meta-analysis; Cross-cultural research; Behavioral economics; Cognitive bias;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other

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