Moral credential effect

The Moral Credential Effect is a cognitive bias where an individual's prior ethical behavior gives them a license to engage in potentially unethical actions without feeling guilty or damaging their self-image. It occurs when having previously made a moral choice allows someone to feel less compelled to act morally in subsequent situations.

How it works

The Moral Credential Effect operates on the premise of licensing. When someone performs a moral or altruistic act, they earn 'moral credentials' or a kind of moral currency. These credentials can unconsciously reduce the perceived need or pressure to act ethically in future situations. Essentially, one good deed can act as a mental buffer, allowing self-interested or questionable actions to feel more justified.

Examples

• A person who donates to charity may feel justified in splurging on luxury goods that contradict the ethical values they initially supported.
• An employer who promotes diversity in hiring decisions might subsequently feel less compelled to address racial biases in their workplace.
• A politician known for advocating environmental policies might support certain legislation that harms the environment without facing significant backlash from their supporters.

Consequences

This bias can lead to a paradox where initial good deeds pave the way for lax adherence to moral standards later. It can cause individuals and organizations to become complacent, falsely satisfied by past actions, thus reducing incentives for continuous ethical behavior. Moreover, this effect can undermine the credibility of ethical and moral standards in decision-making and public policy.

Counteracting

Counteracting the Moral Credential Effect involves awareness and self-reflection regarding one's motivations and behaviors. Encouraging ongoing ethical education and creating systems where moral behavior is regularly assessed can help. Organizations can implement accountability measures and foster environments where ethical actions are continually supported and reinforced, rather than being one-time accomplishments.

Critiques

Critics argue that the Moral Credential Effect can oversimplify the complexities of human moral behavior, overlooking the dynamic context in which decisions are made. Moreover, the presumption that one good deed diminishes the need for further ethical actions may not universally apply across different cultures and personal belief systems.

Fields of Impact

Also known as

Relevant Research

• 33

  Monin, B., & Miller, D. T. (2001). Moral credentials and the expression of prejudice. Journal of Personality and Social Psychology, 81 (1)

• Endorsing Obama licenses favoring Whites

  Effron, D. A., Cameron, J. S., & Monin, B. (2009)

  Journal of Experimental Social Psychology, 45(3), 590-593

• Sinning saints and saintly sinners: The paradox of moral self-regulation

  Sachdeva, S., Iliev, R., & Medin, D. L. (2009)

  Psychological science, 20(4), 523-528