Deception is common in the marketplace where individuals pursue self-interests from their perspectives. Extant research suggests that perspective-taking, a cognitive process of putting oneself in other's situation, increases consumers' ethical tolerance for marketers' deceptive behaviors. By...

The recently-documented “morning morality effect” indicates that people act most ethically in the morning because their energy wanes with the day. An estimated 40% of the population, however, experience increased energy levels later in the day. These “evening people,” we propose, should...