In some cases they do so unconsciously by simply failing to think through the moral implications of their actions. There are, unfortunately, also cases, where greedy people are completely unconcerned about issues of fairness. These individuals may use false and misleading moral arguments to justify their purely selfish actions. Hypocrisy is the practice of behaving in ways which clearly violate an individual's publicly stated moral beliefs. For example, if a person believes that all people are equal in the eyes of God, then it is hypocritical to treat some people better than others.
Many people find it extremely embarrassing and painful to publicly acknowledge their own hypocrisy.
It undermines their sense of self-worth and the esteem with which they are held by others. In many cases people change their behavior, rather than then act in ways which can clearly and publicly be shown to be hypocritical. The key to successful hypocrisy mobilization is, therefore, to create a situation in which an individual or group is confronted with the hypocrisy of their actions and is given a public choice to make about the future behavior. When successful, this strategy will mobilize the integrative system and use it to change behavior. Unlike force, which usually produces unstable change, the change brought about through the moral argument of hypocrisy mobilization is usually relatively stable.