As firms increasingly take stances on divisive political issues, it is essential to understand how consumers’ political ideology influences reactions to such firms. This research examines the effect of U.S. consumers’ political ideology on their likelihood of punishing politically activist firms. We find that liberals are more likely than conservatives to punish politically opposing (vs. supporting) firms by spreading negative word of mouth, posting negative online reviews, complaining against them, and boycotting, because liberals believe these actions will have a stronger societal impact. We also test the mediating roles of moral enhancement motives and belief strength. These findings advance existing research on corporate political activism, political ideology, and consumer retaliation.