People who regularly attend service at church pay 22.1 cents less for the Sunday tabloid… This is a large effect, and we can only speculate with regard to its reasons. One reason might be that the church attendees lacked the coin money to make a proper payment. Active religious participation is high in the region, and on a typical Sunday morning it is plausible that many people might have donated some of their coin money to the church. Of course, this explanation does not change the fact that church attendees are particularly dishonest when paying for the newspaper. Another possible explanation is that the church attendees share relevant social traits. Gneezy (2005) found that honesty interacts with social preferences towards the person who benefits from one’s honesty. According to this explanation, a typical church attendee might believe that it would do little harm to the wealth of the publisher if he does not pay for the paper.