Using a scenario technique, the study tests a core portion
of Hunt and Vitell's (1986) general theory of marketing eth
ics in the context of a marketing research ethical dilemma.
The results provide substantial support for the relationships
proposed in this part of the model. Two additional hypoth
eses are confirmed. First, ethical judgments to resolve the
dilemma are found to be jointly determined by deontological
and teleological evaluations. Second, the relationship be
tween ethical judgment and intention to adopt an ethical
alternative is attenuated when its implementation does not
result in a preferred consequence. Research limitations and
recommendations are offered.
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