Prioritizing morality in the self and consistent moral responses despite encouragement to behave immorally

When morality is important and central to individuals’ identities (moral identity), it may heighten their sense of responsibility to behave in moral ways. Although research has linked moral identity to various moral actions, research has yet to demonstrate the association between moral identity and individuals’ consistent moral choices, despite situational sanctions (i.e., peer group approval) to behave immorally. The purpose of this study was to examine if prioritizing morality in the self is associated with individuals’ consistent moral responses in four situations encouraging the expression of immoral behavior. After reading about situations in which peers approved of and encouraged immoral behavior (i.e., stealing a laptop, drunk driving, cheating on an exam, keeping someone else’s money), 185 participants reported the degree to which they disagreed or agreed that: (1) each situation was immoral; (2) they would resist the ‘temptation’ to behave immorally; and (3) they would attempt to convince their peers of the ‘right thing’ to do. Results revealed that, despite being encouraged to behave immorally, heightened moral identity predicted individuals’ moral responses in three (of the four) situations. When morality is important and central to individuals’ identities, moral choices tend to emerge despite opportunities to behave immorally.