The brain region associated with moral inconsistency

Why don't some people practice what they preach? Researchers reveal that a brain region called the ventromedial prefrontal cortex (vmPFC) is involved. The researchers used fMRI imaging to identify brain activity patterns associated with moral behavior and judgment. People who behaved dishonestly despite judging the same behavior as immoral in others had less activity in the vmPFC, and when the researchers stimulated participants' vmPFCs, they became more morally inconsistent. The work is published in the journal Cell Reports.