Also, (I can see it being possible that)* when it is communicated that the only thing stopping you from stealing is your own conscience, a burden is placed on your conscience every time you shop. I think people will be surprised to see how worn down the conscience can get when you keep invoking it for insignificant situations (in other words, when your conscience belies rationality). People may find themselves stealing when they never would've before.
*added as an edit