AbstractRamos et al. (Journal of Consumer Psychology, 2024) explain the Moral Foundations Theory (MFT) and discuss its applicability to explain marketing persuasion, consumer emotions, and prosocial behavior. We concur with Ramos et al. but suggest that the scope for MFT in consumer behavior is much broader – it can be used to investigate heterogeneity in consumers' moral utility. Specifically, we discuss how MFT can be used to investigate heterogeneity in product preferences, consumers' financial choices, consumer reactions to brand activism, and market regulation. We conclude by discussing three important challenges of using MFT in consumer research – causal identification, discriminant validity, and scientific objectivity.