In Dan Ariely's book, The Honest Truth About Dishonesty, he explains, through experiments, how internal and external factors cause people to lie and cheat. Ariely (2012) believes that people want to feel good about themselves, which is an ego motivation, but at the same time they benefit from cheating (p.27). He claims that when people cheat a little they can still see themselves positively through rationalization. The author then goes on to propose the fudge factor theory which is a person's ability to rationalize their cheating (Ariely, 2012, p.27). In Ariely's book he describes factors that can influence a person's likelihood of cheating, such as morals, conflicts of interest, peers, organizational culture, self-rationalization, and creativity. Additionally, it describes factors that can prevent people from cheating, such as moral reminders, signatures, and regulations. This article will provide a summary. It begins by explaining the concept of external signaling, meaning that a person's clothing shows their social status to others (Ariely, 2012, p.120). It states that people purchasing counterfeit clothing decrease the strength of external signaling and the authenticity of the real product (Ariely, 2012, p.122). Additionally, Ariely describes self-reporting as meaning that a person judges and views themselves in the same way we view others. For example, it asks whether wearing counterfeit clothing makes us feel less legitimate (Ariely, 2012, p.123). In one of his studies he found that participants wearing counterfeit clothing cheated much more than those wearing authentic clothing (Ariely, 2012, p. 125). Additionally, Ariely discusses the “What the Hell” effect, which means that once a person cheats once, they will continue to cheat (Ariely, 2012, p. 130). In another study, he found that the “What the Hell” effect was profound in counterfeit and authentic products