Stay hungry for morality: the inhibitory effect of high moral identity and moral elevation on moral licensing.

Moral licensing, a phenomenon where initial moral behavior can lead to later immoral behavior, challenges the sustainability of moral behavior over short-term periods. In the framework of moral self-regulation, current research examined the inhibitory effects of high moral identity and moral elevation on moral licensing. Across three studies we consistently found that recalling past moral behavior can trigger moral licensing (Study 1, 2, 3). Moreover, moral licensing shows individual differences (Study 2). Specifically, those with high moral identity are more likely to show moral consistency, while those with low moral identity are more likely to show moral licensing. Finally, we found that moral licensing of people with low moral identity can be inhibited by moral elevation (Study 3). We argue that both high moral identity and moral elevation emphasize a higher ideal moral self, which makes individuals maintain their desire for morality, and thus effectively inhibits the effect of moral licensing.