Values are principles and ideas that bring meaning to the seemingly mundane experience of life. A meaningful life that ultimately brings happiness and pride requires you to respond to temptations as well as challenges with honor, dignity, and courage.
There is seemingly no biological benefit to acting with conscience; if there were, only moral individuals would survive and procreate. Sadly, we know that's not true. The benefit of conscience is that you won't suffer guilt (private) or shame (public), and that by your own self-imposed definition, you are a moral human, a special kind of animal who takes unique pride in elevating him/herself above the termites.
When you choose wrong because it suits you right now, the message you give others is that when it suits you, you may likely do wrong again. You become a threat and liability to others. That's a pragmatic reason, outside of pride in morality, not to do wrong.
