Journal of Business Ethics 70 (3):247 - 264 (2007)
|Abstract||The primary purpose of this study was to examine the effects of perceptions of product harm and consumer vulnerability on ethical evaluations of target marketing strategies. We first established whether subjects are able to accurately judge the harmfulness of a product through labeling alone, and whether they could differentiate consumers who were more or less vulnerable. The results suggest that without the presence of a prime, subjects who depended on implicit memory or guess were able to detect differences in “sin” and “non-sin” products and consumer vulnerability, but were far less likely to be able to distinguish among high and low levels of product harm and consumer vulnerability. The inability to accurately identify high and low levels of product harm and consumer vulnerability impacted their perceptions of the ethicality of target marketing strategies, such that only four out of 18 target marketing strategies were judged as unethical. Thus, our findings contradict previous research that found subjects judged many more of the integrated strategies as unethical [Smith and Cooper-Martin, J Market 61(1997) 1]. Our results suggest that assessing ethical evaluations of strategies varying in product harm, and consumer vulnerability may only be relevant if consumers can accurately identify product harm.|
|Keywords||No keywords specified (fix it)|
|Through your library||Configure|
Similar books and articles
Omprakash K. Gupta, Sudhir Tandon, Sukumar Debnath & Anna S. Rominger (2006). Package Downsizing: Is It Ethical? AI and Society 21 (3):239-250.
Abhijit M. Patwardhan, Megan E. Keith & Scott J. Vitell (2012). Religiosity, Attitude Toward Business, and Ethical Beliefs: Hispanic Consumers in the United States. Journal of Business Ethics 110 (1):61-70.
Scott J. Vitell, James R. Lumpkin & Mohammed Y. A. Rawwas (1991). Consumer Ethics: An Investigation of the Ethical Beliefs of Elderly Consumers. Journal of Business Ethics 10 (5):365 - 375.
Scott J. Vitell & James Muncy (1992). Consumer Ethics: An Empirical Investigation of Factors Influencing Ethical Judgments of the Final Consumer. Journal of Business Ethics 11 (8):585 - 597.
Pat Auger, Timothy Devinney & Jordan Louviere (unknown). Measuring the Importance of Ethical Consumerism: A Multi-Country Empirical Investigation. :207-221.
Rhea Ingram, Steven J. Skinner & Valerie A. Taylor (2005). Consumers' Evaluation of Unethical Marketing Behaviors: The Role of Customer Commitment. Journal of Business Ethics 62 (3):237 - 252.
Sam Fullerton, Kathleen B. Kerch & H. Robert Dodge (1996). Consumer Ethics: An Assessment of Individual Behavior in the Market Place. Journal of Business Ethics 15 (7):805 - 814.
Pat Auger, Timothy Devinney & Jordan Louviere (2007). Measuring the Importance of Ethical Consumerism. International Corporate Responsibility Series 3:207-221.
Eleonora Curlo (1999). Marketing Strategy, Product Safety, and Ethical Factors in Consumer Choice. Journal of Business Ethics 21 (1):37 - 48.
Willem Bakker & Michael C. Loui (1997). Can Designing and Selling Low-Quality Products Be Ethical? Science and Engineering Ethics 3 (2).
Added to index2009-01-28
Total downloads15 ( #78,551 of 548,983 )
Recent downloads (6 months)1 ( #63,327 of 548,983 )
How can I increase my downloads?