What we find is that lots of people can cheat a little bit. If we cheat a lot, we … face the possibility that we will feel bad about ourselves. So we… - Dan Ariely

Imagine I give you a choice: Do you want to go for a weekend to Rome, all expenses paid -- hotel, transportation, food, a continental breakfast, everything -- or a weekend in Paris? Now, weekend in Paris, weekend in Rome -- these are different things. They have different food, different culture, different art. Imagine I added a choice to the set that nobody wanted. Imagine I said, "A weekend in Rome, a weekend in Paris, or having your car stolen?" It's a funny idea, because why would having your car stolen, in this set, influence anything? But what if the option to have your car stolen was not exactly like this? What if it was a trip to Rome, all expenses paid, transportation, breakfast, but it doesn't include coffee in the morning? If you want coffee, you have to pay for it yourself, it's two euros 50.<p>Now in some ways, given that you can have Rome with coffee, why would you possibly want Rome without coffee? It's like having your car stolen. It's an inferior option. But guess what happened? The moment you add Rome without coffee, Rome with coffee becomes more popular, and people choose it. The fact that you have Rome without coffee makes Rome with coffee look superior, and not just to Rome without coffee -- even superior to Paris.

One of the basic principles from behavioral economics is the environment matters. If you think about it, what is our environment trying to do? You’re walking down the street, you’re walking in the mall, in every shopping entity, in every advertisement, all of them want something from you. And what they want from you is not your long-term well-being. What they want is your time, money and attention right now. It’s getting harder and harder because our apps are on the phone, websites’ [ads] are popping so this question of resisting temptation is something that is becoming more and more difficult.

I mean, today you probably will have some opportunities to take stuff and put it in your backpack, and nobody would know. You could take some silverware, there’s cups, there’s all kinds of things you could take home with nobody noticing, and no probability of being caught. If you’re a rational economist you would say, you should take all those options, there’s opportunity! But of course you think differently — if you did that, you’d feel you’re a bad person, and that’s what’s stopping you. The curious thing is that what stops us, doesn’t stop us from doing everything. We have a fudge factor, we have an ability to rationalize some dishonesty and as long as we cheat just a little bit, we can still rationalize it.