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Political scientists commonly distinguish issues that are moral from ones that are not. The distinction is taken to be important for understanding persuadability, the stability of opinions, and issue salience, among other phenomena, but there are inconsistencies in how scholars have conceived it. Drawing insights from psychology, I suggest that it is fruitful to think about moral conviction as a dimension of attitude strength. Using three data sources, I examine how much this perspective contributes to our understanding of politics. I find evidence that moral conviction shapes political opinions and action in surprising ways: it varies across issues, but also within them, including issues usually considered not to be moral. It contributes to participatory zeal, but moral conviction may also be related to political extremism and hostility. The findings point to much promise in a microlevel understanding of the role of morality …