When does moral engagement risk triggering a hypocrite penalty?

Abstract

Society suffers when people stay silent on moral issues. Yet people who engage morally may appear hypocritical if they behave imperfectly themselves. Research reveals that hypocrites can-but do not always-trigger a "hypocrisy penalty," whereby they are evaluated as more immoral than ordinary (non-hypocritical) wrongdoers. This pattern reflects that moral engagement can confer reputational benefits, but can also carry reputational costs when paired with inconsistent moral conduct. We discuss mechanisms underlying these costs and benefits, illuminating when hypocrisy is (and is not) evaluated negatively. Our review highlights the role that dishonesty and other factors play in engendering disdain for hypocrites, and offers suggestions for how, in a world where nobody is perfect, people can engage morally without generating backlash.

Keywords: Deception; Honesty; Hypocrisy; Morality; Reputation; Signaling.