Hypocrisy.

Hypocrisy is the act of pretending.

Hypocrisy is the act of pretending to have beliefs.
Hypocrisy is the act of pretending to have opinions.
Hypocrisy is the act of pretending to have virtues.
Hypocrisy is the act of pretending to have feelings.
Hypocrisy is the act of pretending to have qualities.
Hypocrisy is the act of pretending to have standards that one does not actually have. 
Hypocrisy is thus a kind of lie. 
Hypocrisy may come from a desire to hide from others actual motives or feelings.