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| Author: | Brown, C. L. |
| Title: | "Do the right thing:" Diverging effects of accountability in a managerial context |
| Journal: | Marketing Science
1999 : VOL. 18:3, p. 230-246 |
| Index terms: | Marketing management Accountability Advertising research |
| Language: | eng |
| Abstract: | The author uses managers as subjects in an experimental simulation of an advertising copy meeting to demonstrate that accountability effects in complex, managerial decision contexts diverge considerably from those found in the lab. In particular, accountability does not always lead managers to emphasize the most objectively accurate information, but insted can also encourage emphasis on information which is socially acceptable to the manager's key "constituencies". A hierarchical model shows that how advertisers respond to the need justify their decisions depends on departmental norms. |
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