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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References found in this work BETA
R. Tansey, G. Brown, M. R. Hyman & L. E. Dawson Jr (forthcoming). Personal Moral Philosophies and the Moral Judgments of Salespeople. Journal of Personal Selling and Sales Management:59--75.
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Karl Mannheim (1952). Essays on the Sociology of Knowledge. New York, Oxford University Press.
Citations of this work BETA
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.
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.
Leslier M. Valenzuela, Jay P. Mulki & Jorge Fernando Jaramillo (2010). Impact of Customer Orientation, Inducements and Ethics on Loyalty to the Firm: Customers' Perspective. [REVIEW] Journal of Business Ethics 93 (2):277 - 291.
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.
Sergio Román (2010). Relational Consequences of Perceived Deception in Online Shopping: The Moderating Roles of Type of Product, Consumer's Attitude Toward the Internet and Consumer's Demographics. [REVIEW] Journal of Business Ethics 95 (3):373 - 391.
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