Observation Moderates the Moral Licensing Effect: A Meta-Analytic Test of Interpersonal and Intrapsychic Mechanisms

Moral licensing occurs when someone who initially behaves morally, subsequently acts less morally. We apply reputation-based theories to predict when and why it occurs. As pre-registered, we predicted: (1) being observed would be associated with larger licensing effects, and (2) unambiguous outcomes would have smaller licensing effects. In a multi-level meta-analysis of 115 experiments (N = 21,770), moral licensing was stronger when participants were observed (g = 0.65) than unobserved (g = 0.13). After accounting for publication bias with robust Bayesian meta-analysis, there was moderate evidence for licensing when participants were observed (g = 0.51; BF10 = 9.14), but moderate evidence against licensing when unobserved (Hedge’s g = -0.01; BF10 = 0.11). Ambiguity did not moderate moral licensing. These findings suggest that moral licensing is elicited through interpersonal motives, clarify when licensing (vs. consistency) occurs, and explain why many online studies failed to replicate. Evidence for intrapsychic motives is inconclusive.