Ever told a white lie on your tax return? Or said your child was young enough for the discounted child’s fare? What about at the self-service check-out, ever just clicked the standard fruit instead of the expensive organic option? In this episode of The Digital Week, Monica Bradley speaks to PwC Chair in Digital Economy’s new recruit, Dr Paula Dootson about consumer deviance. Monica and Paula unpack the impact on organisations, and explore the opportunities within the digital economy to combat consumers’ deviant behaviour.