Chapter 10: The Two-Fold Influence of Sanctions on Moral Concerns: The Role of the Campus Environment

When, in present society, policy makers wish to discourage undesirable behaviors such as illegal downloading of music, buying environmentally unfriendly products, or speeding on the motorway, the first measure that comes to mind is installing a punishment system. By forbidding undesirable behaviors or by making people pay a fine when performing these behaviors, it is reasoned that they become less attractive and are thus less often chosen. In social psychology there is indeed evidence that sanctioning antisocial behavior may successfully increase pro-social behavior (Caldwell, 1976; Eek, Loukopoulos, Fujii, & Gärling, 2002; Fehr & Gächter, 2002; McCusker & Carnevale, 1995; Van Vugt & De Cremer, 1999; Wit & Wilke, 1990; Yamagishi, 1986, 1992).¹