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Self-licensing (aka ''moral self-licensing'', ''moral licensing'', ''licensing effect'', ''moral credentials'') is a term used in social psychology and marketing to describe the subconscious phenomenon whereby increased confidence and security in one’s self-image or self-concept tends to make that individual worry less about the consequences of subsequent immoral behavior and, therefore, more likely to make immoral choices and act immorally.〔 In simple terms, self-licensing occurs when people allow themselves to indulge after doing something positive first; for example, drinking a diet soda with a cheeseburger can lead one to subconsciously discount the negative attributes of the meal’s high caloric and cholesterol content. Self-licensing can have negative societal consequences since it has a permissive effect on behaviors such as racial prejudice and discrimination, selfishness, poor dietary and health habits, and excessive energy consumption. ==Definitions== Researchers Uzma Khan and Ravi Dhar describe the phenomena as follows:〔 :''"The moral licensing effect is a non conscious effect that operates by providing a moral boost in the self-concept, which increases the preference for a relative immoral action subsequently by dampening the negative self attributions associated with such behavior."'' :''"Prior choices that activate and boost the self-concept, are likely to subsequently license more self-indulgent choices...Licensing can operate through an expression of the intent to be virtuous, which reduces negative self-attributions associated with the purchase of relative luxuries."'' Similarly, Anna Merritt and colleagues explained that: :''"Past good deeds can liberate individuals to engage in behaviors that are immoral, unethical, or otherwise problematic, behaviors that they would otherwise avoid for fear of feeling or appearing immoral."''〔 抄文引用元・出典: フリー百科事典『 ウィキペディア（Wikipedia）』 ■ウィキペディアで「Self-licensing」の詳細全文を読む スポンサード リンク
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