Journal of Business Research
This essay highlights the importance of normative thinking in marketing ethics and proposes avenues for future research. It begins with contrasting positive and normative ethics. Then, a brief discussion of the literature in the field is included. Arguments offered by those who tend to avoid normative analysis are examined. Four types of normative ethical theories are presented: consequentialism, duty-based ethics, contract-based morality, and virtue ethics. The essay concludes with seven future research directions for normative marketing ethics and customer-brand relationships.
Laczniak, Gene R. and Murphy, Patrick E., "The Role of Normative Marketing Ethics" (2019). Marketing Faculty Research and Publications. 289.
ADA Accessible Version
Accepted version. Journal of Business Research, Vol. 95, (February 2019): 401-407. DOI. © 2019 Elsevier. Used with permission.