People give lower priority to improving moral traits because they think they’re highly moral already.

This is a key finding from Jonathan Berman (Associate Professor of Marketing at London Business School) in his exploration of how people balance self-interest with prioritising others for the greater good. It seems that we’re more interested in improving those traits that we think will make us happier or help us achieve our goals.

It’s an interesting read, but one I take with a pinch of salt.

Read more at the LBS website.

Published: May 13, 2026. Categories: News and Robert's Blog.