We developed an individual-difference scale that measures the degree to which consumers have a “Preference for Moderation (PFM).” The scale has 12 items and two factors. Factor 1 related to the perceived goodness of the moderation concept and Factor 2 related to the process of achieving moderation. To establish discriminative validity, we assessed the correlation between the PFM Scale with 17 other potentially-related individual-difference scales. Results show that the PFM Scale is correlated with Need for Consistency and a Kohlberg-based moral reasoning scale. Individuals with a high PFM are more conscientiousness and agreeable but less open-minded than their low PFM counterparts. We conducted multiple tests of nomological validity of our scale. Tests showed increased choice of compromise options, reliance on balancing (vs. highlighting) choice strategies, and reliance on the representativeness heuristic among higher moderates. Further, higher moderates’ choices in moral dilemmas accorded with how rule-based utilitarians (vs. Kantians) behave. Moreover, we demonstrate that the scale predicts the incidence of binge drinking.