Creativity in unethical behavior attenuates condemnation and breeds social contagion when transgressions seem to create little harm

•People judge creative forms of unethical behavior as less unethical noncreative forms.•Effects strongest when crimes seem to impose little harm.•People punish creative unethical behavior less severely than noncreative forms.•People are more likely to emulate creative forms of unethical behavior.•Competence in committing the unethical act can color morality judgments of the act.