Four studies specify how moral evaluations of the self regulate behavior aimed at restoring a moral reputation. We propose that people care about evaluations of themselves as moral or immoral because these are perceived as more consequential than other types of information. Therefore people are more inclined to restore their image after being negatively evaluated in terms of morality rather than competence. Studies 1 and 2 revealed that moral information was perceived as having a more enduring impact on one's reputation, and was more strongly related to anticipate intra-group respect and self-views, than competence and sociability information. This perceived pervasiveness of moral (vs. competence) evaluations mediated intentions to justify and explain one's behavior (Study 3). Study 4 finally showed that being seen as lacking in morality elicited threat and coping responses, which induced subsequent tendencies to repair one's moral reputation.