Moral Foundations Theory

A psychological framework that breaks moral judgment into multiple foundations — Care, Fairness, Loyalty, Authority, Sanctity, and Liberty — proposed by Jonathan Haidt and Craig Joseph in 2004. Widely cited in political psychology and social psychology as a bridge between evolutionary and cultural approaches to morality.

In consumer psychology, research shows that activating different foundations through messaging changes purchase probability and willingness to pay, making the theory a foundation for Brand Morality design and segment-specific creative strategy.