Moral suasion in economic experiments

Loukas Balafoutas

Chapter 7 in Research Handbook on Unethical Behavior, 2026, pp 103-117 from Edward Elgar Publishing

Abstract: In this chapter I summarize the experimental literature on moral suasion. Picking up speed during the past 10 years, this thriving strand of research has provided us with valuable insights into how messages referring to morality can persuade individual decision-makers to act more in line with principles of morality and pro-sociality. I describe and systematize the empirical evidence, which has generally documented a strong effectiveness of such messages. I also discuss some theoretical background of moral preferences and moral suasion, as well as implications for the design of moral suasion initiatives and promising directions for future research.

Keywords: Morality; Persuasion; Narratives; Preferences; Experiments (search for similar items in EconPapers)
Date: 2026
ISBN: 9781035307265
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