Don't let up after good results

Customer loyalty depends on positive reinforcement. Good behavior is praised, and sustainable decisions are celebrated. But what happens afterward? The key question is: Can a good deed justify subsequent worse behavior, and how can this paradoxical effect be prevented? What evidence exists about this phenomenon?

Studies

Unprejudiced become prejudiced

Benoît Monin and Dale Miller conducted a groundbreaking experiment on moral licensing in 2001. They showed 46 Stanford students job applications for various positions. Half the participants were first allowed to reject an obviously unqualified Black applicant—a clearly fair decision. Afterward, all participants were asked to select a basketball coach. The students who had previously behaved in a "non-racist" manner recommended the white candidate three times more often, using explicitly racist justifications such as "Blacks are just better suited for basketball." Notably, the previous fair decision gave them psychological license to openly express prejudices.

Self-praise makes you stingy

Sonya Sachdeva and her team at Northwestern University conducted a study in 2009 with 46 students who were asked to write about themselves. Half were instructed to list positive traits (helpful, generous, caring), while the other half listed negative ones (selfish, greedy, mean). Afterward, all participants received $10 and could freely decide how much to donate to charitable organizations. The result was striking: the 'self-praise group' donated only $1 on average, while the other group donated $5.30. Both groups had received the same amount of money, yet those who had just reflected on their positive moral qualities subsequently behaved five times more stingily.

Green buyers lie more

In 2010, Nina Mazar and Chen-Bo Zhong from the University of Toronto conducted a study with 90 students who shopped in a simulated online store. Half deliberately purchased green, environmentally friendly products, while the other half bought conventional items. Afterward, all participants played a trust game in which they were asked to share money with a partner and record their own points—without supervision. The only difference between the groups was their previous purchase. Nevertheless, dramatic behavioral differences emerged: the eco-shoppers shared 36% less money with others and cheated significantly more often when recording points. The environmentally friendly purchase had given them a moral license for selfishness.

Principle

Which principle for Customer Experience Design can be derived from this? The principle of Moral Licensing reveals that good deeds can paradoxically serve as permits for less ethical behavior. For customer experience, this presents an important caution: customers who already view themselves as morally validated through an ethical action (such as making a donation or purchasing a sustainable product) are subsequently less motivated to make additional ethical choices. This effect is particularly pronounced when the initial good deed sufficiently strengthens a person's moral self-image, leading them to feel entitled to prioritize other concerns in subsequent decisions. Companies must therefore take a strategic approach to prevent a single ethical action from undermining customers' willingness to engage in further moral actions. The following guidelines demonstrate how to apply this principle in practice.

Guidelines

Frame as identity rather than action

The distinction between "You did something good" and "You are someone who does good" is crucial. Identity framing activates further consistent actions. Instead of saying "Thank you for your donation," say "You are now a supporter." The following examples illustrate this guideline:

• Patreon: 'You are now a patron of X' – not 'You have supported X.' The identity as 'patron' motivates further support. A one-time action becomes a role.
• Wikipedia: 'Become a Wikipedia supporter' instead of 'Donate to Wikipedia'. Identity binds more strongly than transaction.

Separating moral actions temporally

When moral actions occur in immediate succession, licensing effects are strengthened. Create temporal separation between them. Rather than requesting a donation directly after a sustainable purchase, wait until the 'moral credit' has diminished. The following examples illustrate this guideline:

• E-Commerce: Instead of 'You made a sustainable purchase – would you like to donate too?' better: 'You made a sustainable purchase!' (Pause) Days later: 'As someone who lives sustainably – here's an opportunity to donate.'
• Fitness-Apps: After a workout, not immediately 'Reward yourself with a snack' (Licensing), but rather 'You're on your way to your healthiest self' (Identity).

Avoid moral scorekeeping

Avoid displaying 'moral scorecards' that encourage offsetting behavior. Telling someone 'You've saved 50kg of CO2' can inadvertently signal: 'I've done enough—now I can fly guilt-free.' Instead, emphasize the journey rather than the score. The following examples illustrate this guideline:

• Ecosia: 'X trees planted' is a score that can invite licensing. The solution: Focus on the community ('all of us') rather than individual achievement.
• CO2-Tracker: Instead of 'You saved X' (credit), better: 'This is how you live more sustainably' (identity). The focus is on the journey, not the account.