Sociology has seen a renewed interest in the study of morality. However, a theory of the self that explains individual variation in moral behavior and emotions is noticeably absent. In this study, we use identity theory to explain this variability. According to identity theory, actors are self-regulating entities whose goal is to verify their identities. An individual’s moral identity—wherever it falls on the moral–immoral continuum—guides behavior, and people experience negative emotions when identity verification does not ensue. Furthermore, the identity verification process occurs within situations that have cultural expectations—that is, framing rules and feeling rules—regarding how individuals should act and feel. These cultural expectations also influence the degree to which people behave morally. We test these assumptions on a sample of more than 350 university students. We investigate whether the moral identity and framing situations in moral terms influences behavior and feelings. Findings reveal that the identity process and framing of situations as moral are significantly associated with moral action and moral emotions of guilt and shame.
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