Involving issues of environmental, consumer safety and health, and/or social concerns, a morally controversial action refers to an activity that does not have a single standard of ethics for all people, making it challenging to draw a clear line between what is ethical versus unethical. Despite its ambiguity, any firm can be involved in it, especially when the firm operates in the global marketplace where a variety of social, health, and environmental consequences surrounding a given action are questioned by consumers. If consumers come to know of a familiar brand’s morally controversial behavior, it can create approach-avoidance conflicts in their minds; they may see the brand’s action as mismatched with their own moral standards (“avoidance” manifested through a measurable construct––moral incongruence), while being tempted to justify the action (“approach” manifested through moral rationalization).