Uncover the quantitative underpinnings of ethics and social identity with this groundbreaking analysis. Nick Duncan presents a novel framework for understanding how moral norms develop within social groups, challenging universal ethics. Drawing on unique quantitative data, the book reveals how context shapes pro-social behaviour and organizational success, demonstrating that ethics vary dramatically by situation. This is essential reading for students of law, ethics, and governance, as well as professionals seeking to master complex ethical landscapes and enhance organizational outcomes.