Being “good” or “good enough”: Prosocial risk and the structure of moral self-regard.

The motivation to feel moral powerfully guides people's prosocial behavior. We propose that people's efforts to preserve their moral self-regard conform to a moral threshold model. This model predicts that people are primarily concerned with whether their prosocial behavior legitimates the claim that they have acted morally, a claim that often diverges from whether their behavior is in the best interests of the recipient. Specifically, it...