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Cited by 2,592

The DOI matches its Crossref record.

A General Theory of Marketing Ethics

Hunt, Shelby D., Vitell, Scott·1986·Journal of Macromarketing
DOI 10.1177/027614678600600103
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Abstract

Almost all the theoretical efforts in the area of marketing ethics have been normative, not positive. Th1at is, almost all theoretical works have focused on developing guidelines or rules to assist marketers in their efforts to behave in an ethical fashion. In contrast, the model developed in this article is descriptive, not prescriptive. It attempts to explain the decision-making process for problem situations having ethical con-tent. The article begins with a discussion and evaluation of the two major normative ethical theories in moral philosophy. deontological theories and teleological theories. Although these theories are normative, to the extent that people actually follow their prescriptions, any positive theory of marketing ethics must incorporate them. The article then develops a positive theory of marketing ethics and uses that theory to help explain some of the empirical research that has been conducted in the area of marketing ethics

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Metadata

Authors
Hunt, S. D., & Vitell, S.
Venue
Journal of Macromarketing
Publisher
SAGE Publications
Published
1986-06
Volume
6
Issue
1
Pages
5-16
ISSN
  • 0276-1467 (ISSN-L)
  • 1552-6534
DOI
10.1177/027614678600600103
OpenAlex
W2137705772
Cited by
2,592
References
0
FWCI
36.39
Type
journal article
Language
en
Open access
closed

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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.