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Choiceology · April 22, 2024 · 31m
License to Indulge: When Good Behavior Leads to Bad Choices
Moral licensing — how doing something good can give us psychological permission to do something bad. After exercising, people eat more. After buying organic, people are less generous. Explores the hidden costs of virtuous behavior.
Highlights
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Moral licensing — good behavior creates a psychological credit that permits subsequent bad behavior
Milkman: moral licensing is the phenomenon where performing a virtuous act creates a psychological 'credit' that people feel entitled to spend on a subsequent less virtuous act. Exercising gives 'permission' to eat junk food; donating to charity gives 'permission' to be selfish later.•
The goal gradient effect — motivation increases as you get closer to a goal, then drops sharply after
Milkman: moral licensing is amplified by the goal gradient effect. As people approach a goal, motivation surges. But after reaching it (or reaching a 'good enough' threshold), motivation crashes. The virtuous act feels like a finish line that permits relaxation.