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1 Ethical Fading: The Role of Self-Deception in Unethical Behavior Social Justice Research, Vol. 17, No. 2, June 2004 (© 2004) Reprinted with permission. Ann E. Tenbrunsel1,3 and David M. Messick2 This paper examines the root of unethical decisions by identifying the psycho-logical forces that promote self-deception. Self-deception allows one to behave self-interestedly while, at the same time, falsely believing that one’s moral principles were upheld. The end result of this internal con game is...