Self-Concept Maintenance Theory

Self-Concept Maintenance Theory suggests that people are motivated to act ethically because maintaining a positive self-image is important to them. When making decisions, they weigh their desire to achieve goals against the need to see themselves as honest and moral. If cheating or unethical behavior risks damaging their self-view, they may avoid it, even if it benefits them financially. Conversely, small acts of dishonesty that don’t threaten their self-image might be more likely. Essentially, individuals balance their pursuit of success with their desire to feel good about themselves.