PSYCH  Vol.6 No.9 , July 2015
Nazis by Kraut: A Playful Application of Moral Self-Licensing
ABSTRACT
Doing something moral gives one a license to do something immoral. This form of moral compen-sation is called “moral self-licensing”. Interestingly, the moral behavior can take place in another domain than the subsequent immoral behavior. For example, buying eco-friendly products gives one a license to steal. This article is based on the idea that a healthy diet has a moral dimension. As a consequence, consuming a healthy product should give one a license for immoral behavior. This research supports this hypothesis on a playful study. This study shows that drinking sauerkraut juice contributes to a stronger support of Nazi-esque right wing ideology than drinking either nothing or a less-healthy beverage (Nestea).

Cite this paper
Messner, C. and Brügger, A. (2015) Nazis by Kraut: A Playful Application of Moral Self-Licensing. Psychology, 6, 1144-1149. doi: 10.4236/psych.2015.69112.
References
[1]   American Psychological Association (2002). Ethical Principles of Psychologists and Code of Conduct. American Psychologist, 57, 1060-1073. http://dx.doi.org/10.1037/0003-066X.57.12.1060

[2]   Brown, R. C. H. (2013). Moral Responsibility for (Un)Healthy Behaviour. Journal of Medical Ethics, 39, 695-698. http://dx.doi.org/10.1136/medethics-2012-100774

[3]   Chapman, H. A., Kim, D. A., Susskind, J. M., & Anderson, A. K. (2009). In Bad Taste: Evidence for the Oral Origins of Moral Disgust. Science, 323, 1222-1226. http://dx.doi.org/10.1126/science.1165565

[4]   Effron, D. A., Cameron, J. S., & Monin, B. (2009). Endorsing Obama Licenses Favoring Whites. Journal of Experimental Social Psychology, 45, 590-593. http://dx.doi.org/10.1016/j.jesp.2009.02.001

[5]   Eskine, K. J., Kacinik, N. A., & Prinz, J. J. (2011). A Bad Taste in the Mouth: Gustatory Disgust Influences Moral Judgment. Psychological Science, 22, 295-299.
http://dx.doi.org/10.1177/0956797611398497

[6]   Eskine, K. J., Kacinik, N. A., & Webster, G. D. (2012). The Bitter Truth about Morality: Virtue, Not Vice, Makes a Bland Beverage Taste Nice. PLOS One, 7. http://dx.doi.org/10.1371/journal.pone.0041159

[7]   Esses, V. M., Haddock, G., & Zanna, M. P. (1994). The Role of Mood in the Expression of Intergroup Stereotypes. In M. P. Zanna, & J. M. Olson (Eds.), The Psychology of Prejudice: The Ontario Symposium, Volume 7 (pp. 77-101). Hillsdale, NJ: Lawrence Erlbaum Associates.

[8]   Finkelstein, S. R., & Fishbach, A. (2010). When Healthy Food Makes you Hungry. Journal of Consumer Research, 37, 357-367. http://dx.doi.org/10.1086/652248

[9]   Forgas, J. P. (1995). Mood and Judgment: The Affect Infusion Model (AIM). Psychological Bulletin, 117, 39-66. http://dx.doi.org/10.1037/0033-2909.117.1.39

[10]   Hagger, M. S., Wood, C., Stiff, C., & Chatzisarantis, N. L. D. (2010). Ego Depletion and the Strength Model of Self-Control: A Meta-Analysis. Psychological Bulletin, 136, 495-525.
http://dx.doi.org/10.1037/a0019486

[11]   Hayes, A. F. (2013). Introduction to Mediation, Moderation, and Conditional Process Analysis: A Regression-Based Approach. New York: Guilford Press.

[12]   Jordan, J., Mullen, E., & Murnighan, J. K. (2011). Striving for the Moral Self: The Effects of Recalling Past Moral Actions on Future Moral Behavior. Personality and Social Psychology Bulletin, 37, 701-713.
http://dx.doi.org/10.1177/0146167211400208

[13]   Kantonale Ethikkommission Bern (2011). Bundesgesetz über die Forschung am Menschen.
http://www.admin.ch/opc/de/official-compilation/2013/3215.pdf

[14]   Khan, U., & Dhar, R. (2006). Licensing Effect in Consumer Choice. Journal of Marketing Research, 43, 259-266. http://dx.doi.org/10.1509/jmkr.43.2.259

[15]   Mazar, N., & Zhong, C. B. (2010). Do Green Products Make Us Better People? Psychological Science, 21, 494-498. http://dx.doi.org/10.1177/0956797610363538

[16]   Merritt, A. C, Effron, D. A., & Monin, B. (2010). Moral Self-Licensing: When Being Good Frees Us to Be Bad. Social and Personality Psychology Compass, 4, 344-357.
http://dx.doi.org/10.1111/j.1751-9004.2010.00263.x

[17]   Miller, D. T., & Effron, D. A. (2010). Psychological License: When It Is Needed and How It Functions. Advances in Experimental Social Psychology, 43, 115-155.
http://dx.doi.org/10.1016/S0065-2601(10)43003-8

[18]   Monin, B., & Miller, D. T. (2001). Moral Credentials and the Expression of Prejudice. Journal of Personality and Social Psychology, 81, 33-43. http://dx.doi.org/10.1037/0022-3514.81.1.33

[19]   Oakes, M. E., & Slotterback, C. S. (2004). Prejudgments of Those Who Eat a “Healthy” versus an “Unhealthy” Food for Breakfast. Current Psychology, 23, 267-278.
http://dx.doi.org/10.1007/s12144-004-1001-6

[20]   Stein, R. I., & Nemeroff, C. J. (1995). Moral Overtones of Food: Judgments of Others Based on What They Eat. Personality and Social Psychology Bulletin, 21, 480-490.
http://dx.doi.org/10.1177/0146167295215006

[21]   Vartanian, L. R., Herman, C. P., & Polivy, J. (2007). Consumption Stereotypes and Impression Management: How You Are What You Eat. Appetite, 48, 265-277.
http://dx.doi.org/10.1016/j.appet.2006.10.008

[22]   Weibel, C., Messner, C., & Brügger, A. (2014). Completed Egoism and Intended Altruism Boost Healthy Food Choices. Appetite, 77, 38-45. http://dx.doi.org/10.1016/j.appet.2014.02.010

 
 
Top