Title

Ethical Marketing: Perceptions of Economic Goods and Social Problems

Document Type

Article

Language

eng

Format of Original

9 p.

Publication Date

1981

Publisher

SAGE Publications

Source Publication

Journal of Macromarketing

Source ISSN

0276-1467

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. Permalink.