Prosocial behavior is driven, not only by formal incentives, but also by image concerns, both self- and social image. While there is a growing literature on the consequences of image concerns on ethical behavior, the interactions between self-and social-image have not been studied yet. In SOSELF, we propose a comprehensive approach to fill this gap. Our project will use a combination of theory, laboratory experiments and empirical methods relying on an interdisciplinary team. We will explore how social and self-image are tied together by a principle of coherence and how their interactions drive behavioral responses to the environment and can explain rapid shits of social norms. Building on these results, we will study the optimal design of one of the main interventions used to promote prosocial behavior: moral reminders. SOSELF can inform policy in a wide range of domains. We will explore in details two of them: fighting the circulation of fake news and understanding the evolutions of corporate culture.