This research introduces an immorality-indulgence priming effect, whereby the presence of immorality symbols (i.e., devil, hell, serpent) versus morality symbols (i.e., angel, heaven, saint) in advertising increase consumer indulgence. Study 1 examines the priming effect of morality symbols on indulgent consumption, controlling for religiosity and belief in afterlife. Study 2 and Study 2b investigate the role that activation of mental representations of rebelliousness has in explaining the immorality-indulgence effect. Study 3 explores the role of immorality symbols on actual indulgent choices. Findings from Study 1 indicate that immorality symbols prime consumer indulgence. Study 2 provides evidence of rebelliousness as the process influencing indulgent product choice (indulgent intention, Study 2b), while ruling out the alternative explanation of image-message congruence. Study 3 provides evidence that immorality symbols increase actual indulgent behavior. This research has important implications for advertisers in the development of advertisements that can influence indulgent behaviors.