Analogy offers a new interpretation of a common concern in ethics: whether decision making includes or excludes a consideration of moral issues. This is often discussed as the moral awareness of decision makers and considered a motivational concern. The possible new interpretation is that moral awareness is in part a matter of expertise. Some failures of moral awareness can then be understood as stemming from novicehood. Studies of analogical transfer are consistent with the possibility that moral awareness is in part a matter of expertise, that as a result motivation is less helpful than some prior theorizing would predict, and that many adults are not as expert in the domain of ethics as one might hope. The possibility of expert knowledge of ethical principles leads to new questions and opportunities.