Is there a difference between breaking the queue and not taking a rapid COVID-19 test on emotions and moral self-regard? What about waiting in line and buying an electric car?  The presentation introduced the concept of behavioral spillovers and explores how each behavior leads to different spillover effects, more specifically how “Expectation” versus “Exception” moderates the effect of conforming on one’s moral self-image (MSI) and affect. How does the difference in how socially the behavior is observed and expected, influence one’s moral self-concept? To answer this, the research proposes a novel theoretical model that aims to demonstrate that (not) conforming to prescriptive/ descriptive norms lead to (not) improving perceived moral self-image and increase (decrease) the likelihood of moral balancing versus moral consistency.

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