However, for the second target, it was over 90%! This is why moral inconsistency is often seen as hypocritical. For example, if a marketer thinks ....in advertising is morally bad (but then later uses .....advertising), they’re seen as VERY hypocritical. However, if a marketer thinks it’s economically unwise to use ....ads (but then later uses them) they’re seen as less of a hypocrite. Moral beliefs naturally carry an evaluative standard with them. That is, if you hold a belief morally, you think that belief is right and those who disagree are wrong. So, it’s automatic hypocrisy when you violate one! To sum it up, hypocrisy means the person must (1) exhibit some kind of word-deed misalignment, and (2) hold an evaluative standard on the topic.
