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- Publisher
- Springer Journals
- Copyright
- Copyright © Academy of Marketing Science 1990
- ISSN
- 0092-0703
- eISSN
- 1552-7824
- DOI
- 10.1007/bf02726432
- Publisher site
- See Article on Publisher Site
Abstract
Using a scenario technique, the study tests a core portion of Hunt and Vitell’s (1986) general theory of marketing ethics in the context of a marketing research ethical dilemma. The results provide substantial support for the relationships proposed in this part of the model. Two additional hypotheses are confirmed. First, ethical judgments to resolve the dilemma are found to be jointly determined by deontological and teleological evaluations. Second, the relationship between ethical judgment and intention to adopt an ethical alternative is attenuated when its implementation does not result in a preferred consequence. Research limitations and recommendations are offered.
Journal
Journal of the Academy of Marketing Science – Springer Journals
Published: Mar 1, 1990
Keywords: Hunt; Business Ethic; Ethical Dilemma; Ethical Judgment; Research Integrity