The plurality effect: People are more dishonest toward group than individual targets

Prior research on the relationship between group versus individual targets and unethical behavior directed toward those targets is incomplete. Extending this line of research, the present paper examines whether individuals engage in more dishonest behaviors when interacting with a group (vs. an individual). Across six experiments and three supplemental studies ( N = 2376), we found that individuals demonstrated more dishonesty toward groups as opposed to individual targets, which we label the plurality effect . This effect was observed across a variety of situations (both low-stakes and high-stakes contexts with real monetary payouts), including when providing advice to others with an incentive to be dishonest, in employment interviews, and in negotiations. Mediation tests revealed that participants experienced lower moral concern when the target was a group versus an individual, and this finding held after testing for alternative explanations. Group membership and collectivism jointly moderated the effect, such that the plurality effect was stronger for targets who are members of the decision makers outgroup (vs. ingroup) among decision makers with high (vs. low) collectivistic values.