Moral Licensing Effect
A concept in social psychology referring to the phenomenon in which individuals, after performing behavior consistent with moral norms, acquire a sense of moral credit and consequently relax their self-restraint in subsequent behavior.
Timeline (last 90 days)
In the dietary domain, the moral licensing effect may manifest as consumers, after eating a meal of blended meatballs or a plant-based meal, more confidently choosing steak or bacon at other meals, causing total red meat intake to rise rather than fall.
The moral licensing effect in behavioral science posits that after engaging in some symbolic positive action, people often develop a sense of psychological satisfaction from having already contributed, thereby reducing their willingness to take substantive action subsequently.
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The moral licensing effect in behavioral science posits that after engaging in some symbolic positive action, people often develop a sense of psychological satisfaction from having already contributed, thereby reducing their willingness to take substantive action subsequently.
50%UnverifiedIn the dietary domain, the moral licensing effect may manifest as consumers, after eating a meal of blended meatballs or a plant-based meal, more confidently choosing steak or bacon at other meals, causing total red meat intake to rise rather than fall.
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