Economics Impact On Moral Values

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Economic In‡ uences on Moral Values Robert Östlingy Department of Economics Stockholm School of Economics SSE/EFI Working Paper Series in Economics and Finance No 635 September, 2006 Abstract This paper extends standard consumer theory to account for endogenous moral motivation. Building on cognitive dissonance theory, I show how moral values are a¤ected by changes in prices and income. The key insight is that changes in prices and income that lead to higher consumption of an immoral good also a¤ect the moral values held by the consumer so that the good will be considered as less immoral. jel classification: D11. keywords: Consumer theory, moral values, endogenous preferences, cognitive dissonance, self-serving bias. I would like to thank Colin Camerer, Tore Ellingsen, Ernst Fehr, Erik Lindqvist, Erik Mohlin and participants at the CEU Behavioral Economics Workshop 2004 and the NNE Summer School in Behavioral Economics 2004 as well as several fellow students at the Stockholm School of Economics for valuable comments. Financial support from the Jan Wallander and Tom Hedelius Foundation is gratefully acknowledged. y Department of Economics, Stockholm School of Economics, P.O. Box 6501, SE– 113 83 Stockholm, Sweden. Phone: +46-8-7369652. Fax: +46-8-313207. E-mail: robert.ostling@hhs.se. 1 Introduction It is easier for the rich to be moral than it is for the poor. Wealth protects the wealthy, but encourages the poor to take action. A rich man, for example, would never think of stealing bread. Only someone who is hungry but has no money steals bread. When the rich man is hungry, he has more than enough bread and everything else besides to quell his hunger. Likewise, a rich man with a car will never travel without a ticket on the subway. Aside from the fact that he could easily buy a ticket, he has a fancy car waiting in front of his fancy house. [...] It is

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