Consumer behaviour in marketing ethics essay

Get Full Essay Get access to this section to get all help you need with your essay and educational issues. The marketing policies of any given company obviously include more than simply the final advertisements that reach the consumer. An incredible amount of research and discussion is involved to insure that the advertising reaches the targeted market, as well as conveys the desired message. However, more is involved than simply producing an effective advertising campaign.

Consumer behaviour in marketing ethics essay

Consumer behaviour in marketing ethics essay

Further, the type of issue under investigation might regard the consumer or researcher as relatively more a reactive things done to the individual or b active things done by the individual. Hence, combining these two simple dichotomies in all four possible ways creates the typology shown in Table 3.

Table 3 suggests four key areas of interest concerning the role of ethical issues in consumer research. I have labelled these from "A" to "D" in what I take to be their descending frequency of appearance in our literature.

Accordingly, in what follows, I shall describe each briefly and shall suggest that some have already received much of the attention they deserve whereas others remain in a state of chronic neglect. Given the imperatives of the profit motive-as blessed by our capitalistic free-enterprise system-such marketing activities often raise ethical questions.

Various ethical approaches have evolved toward resolving some of these issues.

Consumer behaviour in marketing ethics essay

Those with a deontological flavor emphasize obeying rules or following principles such as the legal requirements passed by congress or the regulatory guidelines promulgated by various government agencies.

Those with a more teleological viewpoint emphasize the consequences of business practices for customers, competitors, employees, the environment, or society as a whole and adopt such positions as the "simple idea" perhaps too simple that "companies are required not to do harm" Beimp.

Hunt and Vitell have proposed a general descriptive as opposed to prescriptive theory of marketing ethics that combines the deontological and teleological perspectives and that has received some empirical support Hunt and Vitell Attempts to combine alternative frameworks prescriptively have appeared in the work of, among others, Consumer behaviour in marketing ethics essay and Fritzsche The subtle and challenging questions that arise in marketing ethics have begun to receive much of the attention they deserve.

Conspicuous examples include the growing body of empirical and legal studies of deceptive advertising Prestonthe emerging focus on the normative implications of philosophical underpinnings Laczniakattempts to propose and test descriptive models Hunt and Vitell, work on the formulation of social policy Andreasenthe general books on marketing ethics Laczniak and Murphythe encouragement of various "new emerging paradigms" Rayand the burgeoning interest in such ethically concerned publications as the Journals of Macromarketing, Consumer Affairs, Public Policy and Marketing, or Business Ethics.

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In particular, the recent compendium by Smith and Quelch has admirably covered the ethical aspects of Product Management safety or health hazards, pollution or waste, misleading labels or packages, targeting or excluding disadvantaged groups ; Pricing collusion, predation, discrimination, gouging ; Advertising deception, targeting children, stereotypes, materialismPersonal Selling bribes, lies, unfair practices, disguises or posing as researchers ; and Channels push money or slotting allowances, coercive tactics, intrusive direct marketing, redlining or excluding the disadvantaged.

To these, Fritzsche adds a treatment of ethical issues in Multinational Marketing harmful or dangerous exports, bribes or payoffs, dumping, gray markets. Hence, while applauding the scholarly work aimed in these specific directions, one feels little need to argue further for the already well-accepted importance of such concerns.

Inspired by the increased pace of international competition at the global level, thinkers in our field have begun increasingly to use military rhetoric Kotler and to adopt a vocabulary of marketing warfare Ries and Trout Such metaphorical narratives may capture some sense of the competitive threats from abroad and the need for strong tactical responses.

Nevertheless, this militaristic rhetoric fundamentally misconstrues the nature of the marketing orientation and is ethically dangerous.

Consumer Behaviour: Marketing ethics

Thus, Table 4 contrasts the questionably ethical military model with the ethically appealing marketing orientation. Under "marketing warfare," the purpose is to destroy the competitive target, viewed as an enemy, just as an army fires weapons at its adversaries and drops bombs on its opponents.

By contrast, the more pacifist marketing orientation views the customer as the primary target of interest, where the purpose is not to destroy but rather to please this target to the greatest extent possible by designing, distributing, and describing an offering with maximum appeal.

In this, the ethically preferable marketing orientation revives a theme from the s: Make Love, Not War. Here, we encounter the needs a to protect customers or competitors against untoward research practices and b to preserve the integrity of findings intended to offer growth in knowledge, helpful inputs into managerial decisions, or valid guidance on social issues.

Other fields of inquiry have demonstrated a profound concern for ethical issues raised by scientific misconduct. As vividly illustrated by the troubled adventures of Professors Pons and Fleishmann or Doctors Imanishi-Kari and Baltimore Goodsteinalarmed colleagues and vigilant reporters stand ready to pounce on any situation that prompts even mild suspicion of fraud, falsification, or fabrication the three F's or of prevarication, plagiarism, or profiteering the three P's.

The situation appears somewhat different, however, when one looks at the issue of scientific misconduct in the field of consumer research. Here, we have isolated examples of attempts to address the general relevance of ethics in marketing research Tybout and Zaltman or to develop the appropriate ethical codes Castleberry and French ; Smith and Quelchp.

These contributions reflect a consensus on the respondent's rights to anonymity or confidentiality, to peace of mind or safety, to candor or openness, and to freedom of choice or informed consent; conversely, they reflect agreement on strictures against practices deemed hurtful to customers in collecting data spying or invasions of privacy, physical harm or psychological stress, deception or misrepresentation, coercion or trickery or to competitors in gathering marketing intelligence deceit, bribes, espionage, theft.


But we have not yet developed a scholarly tradition of work directed toward the more refined and sophisticated guidance of research practice, especially with respect to the aforementioned three F's and P's.

Fortunately, judging from their titles, it appears that the presentations in this special topic session by Jacoby and by Toy, Wright, and Olson will move toward addressing some of these important issues.Oct 21,  · Marketing ethics is the area of applied ethics which deals with the moral principles behind the operation and regulation of marketing.

Some areas of marketing ethics (ethics of advertising and promotion) overlap with media Nani. The Introduction To Consumer Ethics Business Essay () define ethical consumer behaviour as "decision-making, purchases and other consumption experiences that are affected by the consumer’s ethical concerns".

Marketing ethics theories generally recognize personal characteristics as determinants of various aspects of a marketer’s. Ethical Issues in Consumer Marketing Essay Sample Marketing, in today’s business world, is a multi-billion dollar industry that is viewed as an essential component of any company’s success.

The marketing policies of any given company obviously include more than . Consumer Behavior – Essay Example.

Home / Essay Examples / Marketing / Consumer Behavior Essay Example. Consumer behavior focuses on the thoughts and behavior of buyers when they make a purchasing decision. There are two categories of customers: those, who buy for themselves or their family consumption, and industrial customers .

This research project is about to study on consumer ethics in Malaysia. According to dictionaries, ethics means principles, morals, beliefs, moral values and etc.

Meanwhile, consumer ethic means the morals that consumer show or display in doing for purchasing, using and servicing.4/4(1). LAW,ETHICS AND CORPORATE SOCIAL RESPONSIBILITY GMUL [pic] Group Assignment Ethical Issues In Consumer Behaviour Submission Date: 15 April

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