A matter of perspective: why past moral behavior can sometimes encourage and other times discourage future moral striving

In this paper, we investigate the role of different perspectives people take on their past moral and nonmoral behavior. Across two experiments, we show that when people focus on progress toward personal goals, past moral behavior leads to less future moral striving compared to past nonmoral behavior. However, when people focus on commitment toward personal goals, past moral behavior tends to lead to more future moral striving compared to past nonmoral behavior. Our results integrate seemingly contradictive empirical evidence from past research, relying on the overarching theoretical framework of goal regulation theory.