Why do people act morally? Is their ultimate goal to be moral (moral integrity)? Or is their ultimate goal to appear moral while, if possible, avoiding the cost of being moral (moral hypocrisy)? In a series of experiments designed to explore the nature of moral motivation, we and our colleagues have found little evidence of moral integrity. We have found considerable evidence of moral hypocrisy; many people take advantage of an opportunity to appear fair while unfairly benefiting themselves. Post-hoc rationalization can serve the hypocrisy motive. However, self-deception at the point of action is required if one is to violate one’s moral standards and yet attain the full self-enhancement/self-protection benefits of being moral. Two self-deception strategies have been considered: (a) misperceive one’s immoral behavior as moral and (b) avoid comparing one’s immoral behavior to moral standards. Research to date supports the second strategy, not the first.

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