Is it good to feel bad about littering? Conflict between moral beliefs and behaviors for everyday transgressions.

People sometimes do things that they think are morally wrong. We investigate how actors' perceptions of the morality of their own behaviors affects observer evaluations. In Study 1 (n = 302), we presented participants with six different descriptions of actors who routinely engaged in a morally questionable behavior and varied whether the actors thought the behavior was morally wrong. Actors who believed their behavior was wrong were seen as having better moral character, but their behavior was rated as more wrong. In Study 2 (n = 391) we investigated whether perceptions of actor metadesires were responsible for the effects of actor beliefs on character judgments. We used the same stimuli and measures as in Study 1 but added a measure of the actor's perceived desires to engage in the behaviors. As predicted, the effect of actors' moral beliefs on judgments of their moral character was mediated by perceived metadesires. In Study 3 (n = 1092) we replicated these findings in a between-participants design and further found that the effect of actor beliefs on act and character judgments was moderated by participant beliefs about the general acceptability of the behavior.