Ethical Marketing: Perceptions of Economic Goods and Social Problems

Authors

Gene R. Laczniak, Marquette UniversityFollow
Robert F. Lusch, University of Oklahoma Norman Campus
William A. Strang, University of Wisconsin - Madison

Document Type

Article

Language

eng

Publication Date

1981

Publisher

SAGE Publications

Source Publication

Journal of Macromarketing

Source ISSN

0276-1467

Original Item ID

10.1177/027614678100100109

Abstract

A methodology associated with experimental social psychology was used to ascertain whether there are different ethical overtones perceived in the marketing of different products despite all other aspects of the marketing situation being comparable. The methodology consisted of using four vignettes of marketing strategy with the product utilized being the only element varied across the scenarios. Results indicate that ethical evaluations are product dependent and are more severe for social goods than for traditional economic goods.

Comments

Journal of Macromarketing, Vol. 1, No. 1 (1981): 49-57. DOI.

Recommended Citation

Laczniak, Gene R.; Lusch, Robert F.; and Strang, William A., "Ethical Marketing: Perceptions of Economic Goods and Social Problems" (1981). Marketing Faculty Research and Publications. 174.
https://epublications.marquette.edu/market_fac/174