Studies in the behavioral ethics and moral psychology traditions have begun to reveal the important roles of self-related processes that underlie moral behavior. Unfortunately, this research has resulted in two distinct and opposing streams of findings that are usually referred to as moral consistency and moral compensation. Moral consistency research shows that a salient self-concept as a moral person promotes moral behavior. Conversely, moral compensation research reveals that a salient self-concept as an immoral person promotes moral behavior. The present study's aim was to integrate these two literatures. We argued that compensation forms a reactive, "damage control" response in social situations, whereas consistency derives from a more proactive approach to reputation building and maintenance.Two experiments supported this prediction in showing that cognitive depletion (i.e., resulting in a reactive approach) results in moral compensation whereas consistency results when cognitive resources are available (i.e., resulting in a proactive approach). Experiment 2 revealed that these processes originate from reputational (rather than moral) considerations by showing that they emerge only under conditions of accountability. It can thus be concluded that reputational concerns are important for both moral compensation and moral consistency processes, and that which of these two prevails depends on the perspective that people take: a reactive or a proactive approach.Keywords: Accountability; Moral compensation; Moral consistency; Moral licensing; Moral self-regulation; Prosocial Behavior Moral Self-Regulation, Consistency, and Compensation 3 Feel Good, Do-Good!? On Consistency and Compensation in Moral Self-Regulation Every day we encounter numerous work situations in which we have to decide between right and wrong. In the morning, when choosing a new supplier, a warehouse manager may decide to choose for the more expensive one that is guaranteed sweatshop free or she may go for the cheapest offer. In the afternoon, she may decide (somewhat more trivially) to put in some overtime to finish an important deadline or to enjoy a drink on a sunny terrace. Recently, researchers who are interested in behavioral ethics and moral psychology have started to study these moment-to-moment balancing acts between prosocial and self-interested behavior 1 . This research has revealed important roles for the self and selfregulation processes in shaping our moral behaviors (Aquino, Freeman, Reed, Lim, & Felps, 2009;Blasi, 1983;Sachdeva, Iliev, & Medin, 2009;Zhong, Liljenquist, & Cain, 2009).Regretfully, this research has not yet resulted in an integrated model that informs us how self-related processes influence moral behavior. In fact, two distinct literatures seem to have developed independently. While both literatures rely on similar manipulations and measures of morality, they offer surprisingly opposite findings. On the one hand, a series of studies show that people with a salient self-concept as being a moral person disp...