Well, for me, believing myself to be a type of person I don't like causes me great cognitive dissonance. The more I know about how I might be fooling myself, the more I have to actually adjust to achieve that belief.

For instance, it used to be enough for me that I treat my in-group well. But once I understood that that was what I was doing, I wasn't satisfied with it. I now follow a utilitarian ethics that's much more materially expensive.