David Bourget (Western Ontario)
David Chalmers (ANU, NYU)
Rafael De Clercq
Jack Alan Reynolds
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Journal of Business Ethics 70 (2):191 - 207 (2007)
Demographic differences among consumer groups have become increasingly important to the development of marketing strategies. Marketers depend heavily on the sales force to implement strategies at the consumer level and, not surprisingly, different groups may view the salesperson’s role differently. Unfortunately, unethical sales practices targeted at various consumer groups, and especially at seniors, have been utilized as well. The purpose of this study is to provide initial empirical evidence of the ethical ideological make-up of four age segments outlined by Strauss and Howe (1991, Generations: The History of America’s Future 1584–2069, Morrow, New York) and to examine the propensity for these groups (seniors, in particular) to respond differentially to potentially unethical sales tactics. Data were collected from 179 respondents representing the four generational age groups. MANOVA revealed that the seniors in this study were distinct with respect to ethical ideology and less accepting of unethical sales tactics. Managerial implications are discussed for sales organizations to maximize their effectiveness across consumer groups.
|Keywords||older consumers demographic groups generational groups ethical ideologies unethical sales tactics|
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Bodo B. Schlegelmilch & Magdalena Öberseder (2010). Half a Century of Marketing Ethics: Shifting Perspectives and Emerging Trends. [REVIEW] Journal of Business Ethics 93 (1):1 - 19.
Jay P. Mulki, Jorge Fernando Jaramillo & William B. Locander (2009). Critical Role of Leadership on Ethical Climate and Salesperson Behaviors. Journal of Business Ethics 86 (2):125 - 141.
Isabel P. Riquelme & Sergio Román (2014). The Influence of Consumers' Cognitive and Psychographic Traits on Perceived Deception: A Comparison Between Online and Offline Retailing Contexts. Journal of Business Ethics 119 (3):405-422.
Leonidas C. Leonidou, Olga Kvasova, Constantinos N. Leonidou & Simos Chari (2013). Business Unethicality as an Impediment to Consumer Trust: The Moderating Role of Demographic and Cultural Characteristics. [REVIEW] Journal of Business Ethics 112 (3):397-415.
Nicholas McClaren (2013). The Personal Selling and Sales Management Ethics Research: Managerial Implications and Research Directions From a Comprehensive Review of the Empirical Literature. [REVIEW] Journal of Business Ethics 112 (1):101-125.
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