Ethical Marketing: Perceptions of Economic Goods and Social Problems

Gene R. Laczniak, Robert F Lusch, William A. Strang

Research output: Contribution to journalArticle

35 Scopus citations

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.

Original languageEnglish (US)
Pages (from-to)49-57
Number of pages9
JournalJournal of Macromarketing
Volume1
Issue number1
DOIs
Publication statusPublished - 1981
Externally publishedYes

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ASJC Scopus subject areas

  • Marketing

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