Even if we can rise above self-interest, we may just be slaves of our passions. But the motivational power of reason, via moral beliefs, has been understated, even in the difficult case of temptation. Experiments show that often when we succumb, it is due in part to a change in moral (or normative) judgment. We can see this by carefully examining a range of experiments on motivated reasoning, moral licensing, moral hypocrisy, and moral identity. Rationalization, perhaps paradoxically, reveals a deep regard for reason, to act in ways we can justify to ourselves and to others. The result is that we are very often morally motivated or exhibit moral integrity. Even when behaving badly, actions that often seem motivated by self-interest are actually ultimately driven by a concern to do what’s right.
Green consumption does not make people cheat: Three replications of a moral licensing experiment (more recent version was published in the Journal of Environmental Psychology: https://doi.org/10.1016/j.jenvp.2019.01.011)