An application and extension of a multidimensional ethics scale to selected marketing practices and marketing groups

Article Abstract:

The purpose of this research was to test and extend a multidimensional ethics scale developed by Reidenbach and Robin to selected marketing groups. Different marketing practices and groups were used in order to give these measures a wide variety of exposures. These measures performed well in all settings and for all practices. Factor structures in fifteen different trials identified the same three dimensions with one exception. In that exception, two dimensions merged together in five of those fifteen trials. While these dimensions captured much of the variance in the global concept of "ethical/unethical," they did a better job of predicting the respondents' intention to behave than the global measure. These measures also provide the researcher with a partial explanation of why the respondents answered in the manner that they did. The shifting relative importance of the three dimensions in accounting for the variance in the behavioral intention measure provides this explanation. (Reprinted by permission of the publisher.)

Management consulting services, Commercial nonphysical research, Measurement, Marketing, Ethics, Multidimensional scaling

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Identifying critical problems for mutual cooperation between the private and public sectors: a marketing perspective

Article Abstract:

The study presented in this article is an application of "futures research." One objective is to identify some of the more pressing future world-wide problems that require the combined effort of both the government and the private sector to reach a solution. A second objective is to suggest ways in which marketers can become more involved in the solution of them. Prominent problem clusters of particular importance to marketers, including "Social Values," "Social Institutions," and "Resources" were uncovered by this research. The authors hope that this article will stimulate marketing research in each of these areas. (Reprinted by permission of the publisher.)

Study and teaching, Forecasting

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An exploration of rule configuration effects on the ethical decision processes of advertising professionals

Article Abstract:

This study explores the ethical perceptions of advertising professionals regarding two child-oriented television advertising issues: deceptive messages and host selling. Differences in ethical evaluative and decision processes are investigated for both issues, using two evaluative rules. The results indicate that variations in advertisers' ethical judgments and ethical intentions are affected by the type of rule(s) used during the evaluative process, and by the degree to which the rules are embraced. The article concludes with recommendations for advertising management and implications for future research. (Reprinted by permission of the publisher.)

Television advertising, Advertising, Advertising consultants

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