Disengage from the Discordant Self: Value Incongruent Behaviors Increase Moral Disengagement and Subsequent Immoral Conduct

This research examines the effect of value incongruent behaviors on subsequent moral conduct. We find that engaging in value incongruent behaviors (e.g., buying from a pro-choice brand despite being pro-life, helping an obese person while holding anti-obese attitudes) increases intent to make dishonest product returns (Studies 1-2), intent to cheat on one’s romantic partner (Study 3), and dishonesty in incentivized dice roll games (Studies 4 and 5). This is because people cope with the self-threat of incongruent actions by reinterpreting their behaviors to appear acceptable (i.e., moral disengagement). The moral disengagement mindset subsequently increases immoral conduct in both related and unrelated domains. In support of this mechanism, we show that the effect of value incongruent behaviors on immoral conduct is a) mediated by moral disengagement based on quantitative and qualitative responses (Studies 1-3), b) observed only among people with high trait moral disengagement (Study 4), and c) attenuated in the absence of incentives to cheat and justify (Study 5). Our work contributes to the literature on value congruence and moral self-regulation and reveals the far-reaching negative implications of enforcing support toward social causes or groups that conflict with one’s beliefs.