Consumer interests and the ethical implications of marketing : a contingency framework
Document Type
Journal article
Source Publication
The Journal of Consumer Affairs
Publication Date
1-1-2003
Volume
37
Issue
2
First Page
364
Last Page
387
Publisher
Wiley-Blackwell Publishing, Inc.
Abstract
The increasing efforts by marketers to target diverse groups of consumers call for a closer examination of the ethical implications of market segmentation and differentiated marketing. Previous research suggests that marketers and consumers often differ in their perceptions of marketing ethics. Based on contingency theory, this research proposes an integrated framework - which includes the nature of the product, consumer characteristics, and market selection - to analyze the ethical complexities of the marketing exchange. Interactions among these factors lead to various contingencies with different ethical implications for marketing managers and public policy makers. Marketers should assess consumer interests and the ethics of marketing programs before their implementation
DOI
10.1111/j.1745-6606.2003.tb00458.x
Print ISSN
00220078
E-ISSN
17456606
Publisher Statement
Copyright © 2003 The American Council on Consumer Interests
Access to external full text or publisher's version may require subscription.
Full-text Version
Publisher’s Version
Language
English
Recommended Citation
Cui, G., & Choudhury, P. (2003). Consumer interests and the ethical implications of marketing: A contingency framework. The Journal of Consumer Affairs, 37(2), 364-387. doi: 10.1111/j.1745-6606.2003.tb00458.x