An Empirical Investigation of a General Theory of Marketing Ethics

Abstract

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.