“…First, instead of focusing on consumption experiences that are clearly moral, such as donations to charity (Lee, Winterich, & Ross, ; Winterich, Zhang, & Mittal, ), or clearly immoral/illegal, such as shoplifting (Babin & Babin, ; Cox, Cox, & Moschis, ), this research focuses on consumer reactions to legal but morally ambiguous experiences. In doing so, the article further advances the field by demonstrating that over and above moral sensitivity (i.e., how much one reacts to clearly moral or immoral conduct; Fiske, ; Molenberghs, Gapp, Wang, Louis, & Decety, ; Leidner et al., ), moral consideration (i.e., the likelihood an individual will judge an ambiguous experience from a moral perspective in the first place) is an important construct for understanding when and how consumers react to morally ambiguous stimuli (see Reynolds & Miller, , for a related discussion). Finally, our findings and theoretical arguments detail how differences in social identity strength help explain, at least in part, the highly opposing views consumers often have towards the very same consumption experience.…”