Fudge factor theory holds that people want the advantages of dishonesty but are held back by a desire to see themselves as respectable, upstanding, moral people. The theory’s starting point is that dishonesty is very common; everyone (or almost everyone) cheats and lies to some extent some of the time. The theory predicts that people will cheat and lie only insofar as they are able to maintain a positive view of themselves. (D. Ariely, 2008).
TFF 