The most investigated form of moral hypocrisy is pragmatic hypocrisy in which people fake moral commitment for their own advantage. Yet there is also a different form of hypocrisy in which people take a moral stance with regard to norms they endorse without thereby also expressing a commitment to act morally. Rather they do it in order to feel good. We call this hedonic moral hypocrisy. In our research, we posit that this kind of hypocrisy comes about when people’s overarching goals are shifted in a hedonic direction, that is, in the direction of focusing on the way one feels, rather than on moral obligation. Hedonic shifts come about by cues in the environment. People are sometimes sincere when expressing a moral stance (i.e. they mean it and also act on it), and sometimes, when they are subject to a hedonic shift, they express a moral stance just to make them feel good. This also implies that they then decline to do things that make them feel bad, such as behaving morally when it takes unrewarded effort to do so. In two experimental studies, we find that there is such a thing as hedonic moral hypocrisy and that it is indeed brought about by hedonic shifts from cues in the environment. This seriously undermines the meaning of a normative consensus for norm conformity. Seemingly, for norm conformity without close social control, it is not enough that people endorse the same norms, they also have to be exposed to situational cues that counteract hedonic shifts. In the discussion, it is suggested that societal arrangements that foster the focus on the way one feels and nurture a chronic wish to make oneself feel better (for example, in the fun direction through advertisements and entertainment opportunities, or in the fear direction by populist politicians, social media, economic uncertainties, crises, or wars and displacements) are likely to increase hedonic hypocrisy in society.

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道德虚伪和享乐转变：一种目标框架方法

被调查最多的道德虚伪是务实的虚伪，在这种虚伪中，人们为了自己的利益而假装道德承诺。然而，还有一种不同形式的虚伪，即人们对他们所认可的规范采取道德立场，但并未表达出对道德行为的承诺。相反，他们这样做是为了感觉良好。我们称之为享乐的道德虚伪。在我们的研究中，我们假设当人们的总体目标转向享乐的方向时，就会出现这种虚伪，也就是说，转向关注自己的感受，而不是道德义务。享乐转变是由环境中的线索引起的。人们有时在表达道德立场时是真诚的（即他们是真心实意并采取行动），有时当他们受到享乐转变的影响时，他们表达道德立场只是为了让他们感觉良好。这也意味着他们会拒绝做让他们感觉不好的事情，例如在付出无回报的努力时表现出道德。在两项实验研究中，我们发现存在享乐道德虚伪之类的东西，它确实是由环境中的线索引起的享乐转变所带来的。这严重破坏了规范一致性的规范共识的含义。表面上，对于没有严格社会控制的规范遵从，人们认可相同的规范是不够的，他们还必须暴露于抵消享乐转变的情境线索。在讨论中，建议社会安排培养对人们感觉方式的关注并培养一种让自己感觉更好的长期愿望（例如，