Prospective moral licensing in the consumer choice

Abstract

Whereas early research focused on prior good deeds as a source of moral license, recent research reveals additional sources. This article focuses on the effects of prospective moral licensing: how planning to perform a future moral behavior affects the self-indulgence behavior. At the same time, this paper discusses whether the temporal distance (far/near) of moral intention affects prospective moral licensing. Across three studies, we explored whether anticipating engaging in a moral behavior (taking part in charity activities) both in the near and distant future leads people to express the preference for relatively luxury products in the present (Study 1 and 2). In Study 3, we examined whether the effectiveness of prospective moral licensing will be consumed or not, provides direct evidence for the moral credit model. In the case of ambiguous moral intentions, participants who imagine volunteering in the future show a preference for relatively luxury products. In the group that imagined becoming a volunteer a year later, the result was copied. Participants who imagine volunteering in recent weeks will not show a preference for relatively luxury products.