18 NJB Vol. 65 , No. 3–4 (Autumn/Winter 2016) Jori Grym & Veronica Liljander To Cheat or Not to Cheat? The Effect of a Moral Reminder on Cheating Jori Grym & Veronica Liljander Abstract Decades of studies show that most students cheat at some point in their academic career. This has mainly been dealt with by surveillance and technical solutions. This paper shows that by signaling a reminder of moral conduct universities can create norms that lessen the chance of unethical behavior in tests. An experiment was conducted in a Finnish business school, where 99 students were tested with a mathematical quiz. All participants were given the opportunity to cheat by self-reporting the scores. Half of them received a reminder of moral conduct which decreased the reported math scores, thus indicating less cheating. The results indicate that male students cheat more than females. The fndings support the use of primes to mitigate cheating. It is argued that reducing cheating in business schools has implications for graduates’ future ethical business behavior. Jori Grym, M.Sc. (Econ), is a journalist and a security expert based in Helsinki, Finland Veronica Liljander is a Professor of Marketing at Hanken School of Economics, Finland