“This goes for any type of positive change, including how we try to motivate ourselves. We need to feel like the kind of person who wants to do the right thing. Moral licensing turns out to be, at its core, an identity crisis. We only reward ourselves for good behavior if we believe that who we really are is the self that wants to be bad. From this point of view, every act of self-control is a punishment, and only self-indulgence if a reward. But why must we see ourselves this way? Moving beyond the traps of moral licensing requires knowing that who we are is the self that wants the best for us—and the self that wants to live in line with our core values. When this happens, we no longer view the impulsive, lazy, or easily tempted self as the "real" us. We will no longer act like someone who must be bribed, tricked, or forced to pursue our goals, and then rewarded for making any effort at all.”