It's strange to say, but I never expected a book on dishonesty to be so tame...even small.
The book is a look at dishonesty, especially cheating, and covers the author's own experiments and what they tell us about cheating. The most important points are these:
(1) We're not purely rational cheaters; we usually don't cheat to the fullest extent possible, we typically just fudge things in our favor. Thus, we're also sensitive to self-image.
(2) We cheat much less when we're given subtle reminders of our moral codes (or any moral codes). (3) We are more likely to take advantage of "fuzzy" reality to fudge in our favor.
(4) Small acts such as wearing counterfeits makes larger forms of cheating more permissible.
(5) Creative people tend to be more dishonest.
(6) Witnessing certain types of dishonesty make us more likely to cheat (though we are less likely to cheat if we witness someone from a different group doing it)...
And there are more main points.
I like that the book draws conclusions from the author's own experiments. I've read many good books recently that tackle big questions. But most of them have had to tackle those big questions by drawing from a variety of research that is already available, usually with small additions from their own experiments. This book, on the other hand, is based almost entirely on experiments conducted and designed with colleagues. And the conclusion, the "Fudge Theory of Cheating", that people tend to cheat only to the extent that they are able to maintain their own image of virtue appears to be (provisionally) valid across a range of cultures. So...nicely done.
And yet, I still think it's only the beginning of a useful theory. A next version of this book would have to answer pertinent questions: What is the difference between normal fudgers and full-on sociopaths; when do fudgers become full-on cheaters; what is the relationship between shared social norms and cheating (or culture); how does group competition influence cheating...if the author can tackle these questions, I believe he'll be closer to an actual theory of cheating.
My criticisms may be somewhat unfair. After all, now we're talking more about norm creation and acceptance than cheating. (Think also about norms during war. Think about how rules governing the conduct of war become established, reinforced, relaxed, and abandoned...this might give you deeper insights into rules and cheating than what we see in the experiments in this book.)
So, when I say the book is tame, I mean that there is no tackling big important questions about morality. There is no consideration of Hannah Arendt's "Banality of Evil" -- how normal people can come to perpetrate mass atrocities; or how good-intentioned individuals come to rationalize their way into evil. The book is also mute about larger questions of governance and social ontology. What happens when we live in places that are weakly governed or where there are fewer shared norms? How do well-governed places with shared understandings of the world break apart over time? As an International Relations scholar, I've had to consider issues of nation or organization-wide corruption, regime-building, nation-building, and cooperation within anarchy...the themes here seem small (sometimes artificially made so), and that is one of the problems of positivist science...you can only make these kind of judgments when the world is made small.
Also, I feel like the book is incomplete without talking about prospect theory. In most of the experiments, cheaters cheated to get small gains, but prospect theory shows that people will take much higher chances to rectify perceived losses. Prospect theory should be an important part of this book because it could help to fill in an important theoretical puzzle -- why do we just cheat a little bit? If people are more sensitive to losses than gains, then this might explain why we only cheat a little. Perhaps something makes us cautious about punishment (even when we can't see it or we're not sure what the punishment is).
But six years from the book's release there is an even bigger problem: What happens, as has happened now, when there is an utter nation-wide moral collapse...when no amount of honesty, lying, cheating is too absurd and a group wants to change the very definition of morality to fit their habitual cheating, lying, and deceit? What happens when -- by ideology -- cheating is something only your enemy can ever do?
As someone who has myself written tame, small things...I will congratulate Mr. Ariely on writing an amusing book, with some minor practical insights. But I will also urge him to do what is most needed: Think big, think impactful!