This seems to me more of a sociological study than a behavioral-psychological one. The language and basis of the study are rooted in Biblical morality, which indicates to me that this isn't a measure of how people behave but only people who subscribe to such morality. If this were framed without references to sin and Genesis and Adam and Eve I would have found it more compelling.

Interesting observations on what makes people resist temptation, from Wired contributing editor Jonah Lehrer, author of 'How we decide.' Based on early results of a recent Harvard study, the author finds that in some cases people are able to hold back from stealing a wallet they find on a subway, because they did not have the urge to steal in the first place, and care more about their long-term social reputation.