This study examines the potential effects of unethically perceived advertising executionson consumer responses to the ad. The study found that the unethical perceptions of the advertisement shown significantly and negatively affected all advertising response variables examined in the study.

Softlifting (software piracy by individuals) is an unethical behavior that pervades today''s computer dependent society. Since a better understanding of underlying considerations of the behavior may provide a basis for remedy, a model of potential determinants of softlifting behavior is developed and tested. The analysis provides some support for the hypothesized model, specifically situational variables, such as delayed acquisition times, and personal gain variables, such as the challenge of copying, affect softlifting behavior. Most importantly, the analysis indicated that ethical perception (...) of softlifting has no significant affect on softlifting behavior. These findings suggest major implications for both software manufacturers and academicians attempting to reduce piracy behavior through ethics instruction. (shrink)