The Effects of Extrinsic Values on Unethical Decision Making and Behaviour

Engaging in unethical behaviours, such as cheating, lying, stealing and fraud, holds significant consequences for individuals and the broader community. Drawing on self-determination theory, we posit that in a consumer-centric society, where one’s worth is often linked to wealth, celebrity status, and appearance, individuals who adopt extrinsic values might be motivated to engage in unethical behaviour in pursuit of financial gains. Study 1 surveyed university students in Macao, China (n = 566), and crowdsourcing workers from the UK (n = 605), demonstrating that extrinsic values were linked to unethical decision-making in vignette-based scenarios. This association was held in both societies, suggesting a culture-independent connection between unethicality and values. To establish causal relationships, we conducted experiments manipulating extrinsic cues participants received in Macanese (Study 2, n = 170) and British (Study 3, n = 197) participants. Results revealed a significant impact of these cues on behavioural measures of unethicality, with those in the extrinsic-cues condition more likely to lie for financial gains compared to those in the control groups. Together, these findings highlight the influence of extrinsic values on unethical behaviour across cultural contexts. This research underscores the urgent need to address societal norms and consumerist cues that focus on extrinsic values, which may erode ethical standards and threaten collective well-being.