Why do moral people so often fail to act morally? Standard scientific answers point to poor moral judgment (based on deficient character development, reason, or intuition) or to situational pressure. I consider a third possibility: a relative lack of truly moral motivation and emotion. What has been taken for moral motivation is often instead a subtle form of egoism. Recent research provides considerable evidence for moral hypocrisy—motivation to appear moral while, if possible, avoid the cost of actually being moral—but very (...) little evidence for moral integrity—motivation to actually be moral. The lack of truly moral motivation may, in turn, be linked to a lack of truly moral emotion, at least in response to violation of certain moral standards. (shrink)

Why do people act morally – when they do? Moral philosophers and psychologists often assume that acting morally in the absence of incentives or sanctions is a product of a desire to uphold one or another moral principle (e.g., fairness). This form of motivation might be called moral integrity because the goal is to actually be moral. In a series of experiments designed to explore the nature of moral motivation, colleagues and I have found little evidence of moral integrity. We (...) have found considerable evidence of a different form of moral motivation, moral hypocrisy. The goal of moral hypocrisy is to appear moral yet, if possible, avoid the cost of being moral. To fully reach the goal of moral hypocrisy requires self-deception, and we have found evidence of that as well. Strengthening moral integrity is difficult. Even effects of moral perspective taking – imagining yourself in the place of the other (as recommended by the Golden Rule) – appear limited, further contributing to the moral masquerade. (shrink)

This book traces the scientific search for altruism through numerous studies and attempts to examine various motivational suspects, reaching the improbable conclusion that empathy-induced altruism is indeed part of our nature. The book then considers the implications of this conclusion both for our understanding of who we are as humans and for how we might create a more humane society.

Moral hypocrisy is motivation to appear moral yet, if possible, avoid the cost of actually being moral. In business, moral hypocrisy allows one to engender trust, solve the commitment problem, and still relentlessly pursue personal gain. Indicating the power of this motive, research has provided clear and consistent evidence that, given the opportunity, many people act to appear fair (e.g., they flip a coin to distribute resources between themselves and another person) without actually being fair (they accept the flip only (...) if it favors themselves). New evidence also indicates the power of moral hypocrisy in a situation more obviously relevant to business, resource allocation when one party has information about relative resource value that the other does not. Characteristics of modern business situations likely to encourage moral hypocrisy are outlined. We conclude that moral hypocrisy is not only a pragmatic virtue in modern business but is also fast becoming a prescriptive one. (shrink)