Market Norms versus Social Norms

Dan Ariely's book "Predictably Irrational" is a fascinating one for those of us interested in behavior.  (He also offers a fascinating podcast called "Arming the Donkeys" where he interviews researchers about their work and a riveting blog at http://www.predictablyirrational.com)  

In Chapter 4 of this book, "The Cost of Social Norms", he explores the effect on humans of assigning a market value to social norm behaviors. 

He examines the results of a study done by Gneezy and Rustichini there is a Israeli day care whose students are picked up by their parents at the end of the day.  Inevitably, there are some students whose parents pick them up late.  The staff, understandably taxed by having to wait with the students instead of going home themselves, attempt to curb the late-arrival behavior by instituting a fee for late pick-up. 

This fee strategy made things WORSE.  There were more late pick-ups.

The fee strategy, apparently having caused the problem to worsen, was then removed.  At this point, the additional late pick-ups caused by the institution of the fee strategy continued.

Initially, it appears, parents' late arrivals were curtailed by parents feelings of social obligation to protect the staff from having to wait to go home.  However, once the fee was instituted, parents felt that they were simply paying for a service.  Finally, once the fee was removed, the parents felt that there was no penalty for late pick-ups, since they now looked at the interaction as relative to market norms, rather than (as previously) social norms.

So, initially, the parents were "punished" by feelings of guilt for keeping the staff members late, and "rewarded" by guilt-avoidance by picking up their pupils on time.  After the fee was instituted, the parents were "rewarded" by fee-avoidance, and "punished" by the fee.  Once the fee was removed, the parents did not look at the existence of social "reward" and "punishers", but only at the financial (or market) "reward" and "punishers". 

Ariely concludes, "When a social norm collides with a market norm, the social norm goes away for a long time.  In other words, social relationships are not easy to reestablish. Once a social norm is trumped by a market norm, it will rarely return."

Do you think canine brains exhibit this tendency?  Have you seen dogs' responses change when owners using social norms (expectation or compulsion) to affect behavior switch to using market norms (food, the currency of canines)?  What happens when attempting to change back to social norms (just to make me happy) from market norms (because it pays)?  Do you address this?  How?