Ariely talks about how the chances of getting caught can affect cheating, and how companies can allow and even encourage cheating by its employees. Did you know that if you wear a knockoff, such as a fake Gucci handbag, you are more likely to cheat? There is a whole chapter dedicated to golf. Chapters 7 and 8 are probably the most important, as they cover how we cheat and lie to ourselves.
An interesting concept that he writes about in detail is about how cheating is contagious and how collaboration can cause an increased amount of cheating. Fortunately, Ariely has come up with various ways to help reduce cheating in various settings.