ABSTRACT I present a new model of the self-regulation of virtue that integrates perspectives on emotion, cognition, and motivation. Across three vignette-based studies in US/uk (N = 1,540), I developed through exploratory and confirmatory factor analysis a multi-item measure of broadening and defensive responses, the Self-Regulation of Virtue Inventory (SRVI). I applied that measurement model to two new scenarios portraying prototypical moral exemplars (selected from a set of 12) and fitted structural models that identify key antecedents: motivational dispositions (regulatory focus (...) and hedonic orientation) and moral comparisons (opinion- and ability-based). The findings were consistent with network analysis, providing initial evidence of their robustness. By integrating literatures on motivation, emotion, social cognition and comparison within a self-regulation framework, I provide initial evidence to advance theory on moral self-regulation and moral education, with practical implications on how to maximise the upsides of virtue while mitigating or channelling its possible drawbacks. (shrink)