The first is 'the perception that "everybody else is cheating, so it can't be that bad;"' and "second, the worry that "I'll fall behind unless I cheat."
What I find perplexing is that the article limits this to students rather than looks at this in the context of the broader community. There are people cheating the system at every turn when it comes to corporations and politicians, and especially politicians who turn into lobbyists for various industries. Where it is evident that they are all jumping on the bandwagon for fear of falling behind and clearly because everyone is doing it too.
Somehow students are supposed to be immune to the lure of cheating when politicians, the people we elect to represent us are cheating on us, we the people, and completely selling us out, with corporations who are clearly more 'people' than us.
Do we really expect students who are under a lot of pressure to perform well and get good grades, to behave better than our politicians? Well clearly there are consequences for students who are caught cheating unlike politicians and corporations who can afford good lawyers so they can avoid consequences themselves.