People have many cognitive Biases, situations where we fail to live up to proposed standards of rational behavior.
In particular, people have Positive Illusions; they believe they are more competent and virtuous than they are, that they have more control over events than they do, and that misfortune and failure are less likely than they are. Within limits, this unreasonable optimism is associated with health, happiness and success—a conflict with the ideal of rational decision-making.
Moral behavior doesn't work the way it's supposed to. People act in highly context-dependent ways, taking into account many things they claim not to have considered, and that moral rules declare to be irrelevant. See situationalism.