search query: @author Jones, J.L. / total: 2
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| Author: | Jones, J.L. Middleton, K.L. |
| Title: | Ethical decision making by consumers: the roles of product harm and consumer vulnerability |
| Journal: | Journal of Business Ethics
2007 : FEB I, VOL. 70:3, p. 247-264 |
| Index terms: | consumers ethics evaluation marketing strategy |
| Freeterms: | consumer vulnerability product harm |
| Language: | eng |
| Abstract: | This paper explores the effects of perceptions of product harm and consumer vulnerability on ethical evaluations of target marketing strategies. The authors first discuss whether subjects are able to accurately judge the harmfulness of a product through labeling alone, and whether they could differentiate consumers who were more or less vulnerable. It is shown that without the presence of a prime, subjects who depended implicit memory or guess were able to detect differences in "sin" and "non-sin" products and consumer vulnerability. The inability to accurately identify high and low levels of product harm and consumer vulnerability affected their perceptions of the ethicality of target market strategies, such that only four out of eighteen target marketing strategies were judged as unethical. |
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