Understanding your “self-concept”—the beliefs and thoughts that define who you are—might sound like a task for philosophers. But research shows it has real-world consequences. How well you know yourself can affect your mental health, relationships, and even your moral behavior.

People with a vague self-concept often feel more anxious, struggle in relationships, and report lower well-being. But recent research from Kellogg School of Management reveals something more surprising: a weak sense of self can lead to dishonest and unethical behavior.

Why Self-Knowledge Shapes Behavior

When people lack a clear sense of who they are, they find it easier to justify bad behavior. This happens because their moral compass becomes less tied to their identity, allowing them to rationalize actions like lying or cheating.

In one study, researchers tested 149 participants’ self-concept clarity using a short survey. Three months later, they asked the same participants how they’d handle situations involving moral dilemmas, like returning a used shirt to a store or letting someone else take the blame for their mistake. Those with less self-concept clarity were more likely to choose unethical options.

The pattern held across cultures. In another study, researchers found that Chinese participants with unclear self-concepts were less likely to donate a small bonus to charity, even though cultural norms in China encourage helping others.

Shaping Morality

The researchers also found they could temporarily change how people saw themselves—and this affected their behavior. Participants primed to think about themselves as unclear were more likely to cheat for financial gain in a simple coin-flip test.

However, there’s hope. Asking participants to sign an honor pledge—affirming that lying or cheating was wrong—stopped the cheating, regardless of how clear their self-concept was. A simple reminder of moral standards helped people reflect on their behavior and act more ethically.

The Role of Values

While knowing yourself often leads to better moral behavior, it doesn’t guarantee people will act the same way. In one experiment, participants were asked to support gender-neutral bathrooms by completing an extra survey. Liberals with clear self-concepts were more likely to help, while conservatives, who didn’t view the issue as a moral one, weren’t influenced by their self-clarity.

Building a clearer sense of self can improve both personal and social outcomes. Encouraging people to reflect on their values and goals—whether in schools, workplaces, or daily life—can boost self-concept clarity. In situations where ethics are at stake, small interventions like honor pledges can make a big difference.

Knowing yourself isn’t just good advice—it’s a practical way to foster integrity and build a better society.