Dan Ariely "The (Honest) Truth About Dishonesty."
One of the themes of Dan Ariely's new book "The (Honest) Truth About Dishonesty." Nearly everybody cheats, but usually only a little. Ariely and his colleagues gave thousands of people 20 number problems. When they tackled the problems and handed in the answer sheet, people got an average of four correct responses. When they tackled the problems, shredded their answers sheets and self-reported the scores, they told the researches they got six correct responses. They cheated a little, but not a lot.
That's because most of us think we are pretty wonderful. We can cheat a little and still keep that "good person" identity. Most people won't cheat so much that it makes it harder to feel good about themselves.
Ariely, who is one of the most creative social scientists on the planet, invented other tests to illustrate this phenomenon. He put cans of Coke and plates with dollar bills in the kitchens of college dorms. People walked away with the Cokes, but not the dollar bills, which would have felt more like stealing.