"I don't have any evidence for that, but you could imagine how cheating could be rationalised from an entitlement perspective," Prof Halberstadt said
People who felt they were entitled to a pass could view cheating as a "practical means" of getting what they believed they deserved, rather than being something that was immoral.
The suggestion that "excessive entitlement" was on the rise was based on anecdotal evidence collected by researchers and there was no data on the issue.
However, he believed rising student fees and the "commodification" of tertiary education meant more students felt they were entitled to a pass, having paid for their studies.
Lead author Dr Donna Anderson said it was "interesting, but not surprising, that the negative effect of excessive entitlement on performance was most evident in the context of a challenge".
Other factors that predicted exam performance in the study were personal responsibility and internal motivation.
The study provided practical advice for improving learning outcomes, Dr Anderson said.
"Entitlement attitudes can be altered by shifting students' beliefs about what they can legitimately expect from their learning institutions, and what they need to expect from themselves," she said.
The study was funded by Otago University and had been published in the International Journal of Higher Education.