Daniel A. Effron

Daniel A. Effron is a researcher at London Business School specializing in behavioral ethics, moral judgment, and the psychology of misinformation. He investigates how people make moral decisions about sharing information online, with a focus on how familiarity and intuitive processing shape ethical evaluations.

Key works

• Misinformation and Morality (with Raj, 2020) — Demonstrates that repeatedly encountering fake-news headlines reduces moral condemnation of spreading them, independent of belief in their accuracy; reveals moral desensitization through fluency.
• It Could Have Been True (2014) — explores how counterfactual thinking about alternative scenarios affects moral judgments of hypothetical false claims.

Areas of research

• Moral judgment and ethical decision-making
• Behavioral ethics and social media
• How intuition and deliberation interact in moral reasoning
• Misinformation sharing behavior and moral psychology