Why don't moral people act morally? Motivational considerations

Failure of moral people to act morally is usually attributed to either learning deficits or situational pressures. We believe that it is also important to consider the nature of moral motivation. Is the goal actually to be moral (moral integrity) or only to appear moral while, if possible, avoiding the cost of being moral (moral hypocrisy)? Do people initially intend to be moral, only to surrender this goal when the cost of being moral become clear (overpowered integrity)? We have found evidence of both moral hypocrisy and overpowered integrity. Each can lead ostensibly moral people to act immorally. These findings raise important questions for future research on the role of moral principles as guides to behavior.