Before a decision, our "should" self (rational and ethical) is in charge. However, at the moment of the decision, the "want" self (impulsive and self-interested) takes over. Afterwards, we use "ethical fading" to justify our actions and maintain our positive self-image.
The authors argue that most unethical behaviour isn't the result of "bad people" doing bad things, but rather "good people" being unaware of the psychological biases that cloud their judgment.
Just as we have limits on our cognitive abilities (bounded rationality), we have psychological limits that prevent us from seeing the ethical dimensions of our choices.
This book, by Max H. Bazerman and Ann E. Tenbrunsel , explores the gap between how we think we will behave in ethical situations and how we actually behave when the pressure is on.
