Title

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

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

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Full-text Version

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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