The methodology proposed here exemplifies how psycho
metric measures can be dovetailed to assess ethical dimen
sions of social marketing phenomena such as legalized
casino gambling. Three traditional ethical theories—
Deontology, Teleology, and Distributional Justice—are in
corporated in the methodology design. Reactions of metro
household-heads to legalizing casino gambling in their city
were obtainedfrom an existing metro panel. A pro-gambling
attitudinal scale developed for this purpose, and tested for
its reliability, discriminant and nomological validity, was
the basis for deriving valid and insightful teleological and
distributive assessment measures. As expected, casino gam
blers and gamers obtained higher pro-gambling scores than
non-gamblers. While teleological and deontological justifi
cations of casino gambling were decisively low, distributive-
justice related conditional acceptance of casino gambling
was higher.
Get full access to this article
View all access options for this article.
References
1.
Acito, Frank, and Ronald D. Anderson .1986. "A Simulation Study of Factor Score Indeterminacy." Journal of Marketing Research, 23 (May) 111-119.
2.
Ackoff, Russel L., and Fred E. Emery.1972. On Purposeful Systems. Chicago: Aldine Atherton.
Baumhart, Raymond C.1961. "How Ethical Are Businessmen?" Harvard Business Review, 39 (July-August): 6-19, 156-176.
5.
Beauchamp, Tom L., and Norman E. Bowie .1983. Ethical Theory and Business , 2nd edition. Englewood Cliffs, NJ: Prentice-Hall.
6.
Beer, Stafford.1975. Platform for Change. New York : John Wiley and Sons.
7.
Broad, C.D.1967. Five Types of Ethical Theory, 9th edition. London: Oxford.
8.
Churchill, Gilbert A., Jr. 1979. "A Paradigm for Developing Better Measures of Marketing Constructs." Journal of Marketing Research, 16 (February): 64-73.
Churchill, A. Gilbert, and J. Paul Peter.1984. "Research Design Effects on the Reliability of Rating Scales: A Meta-Analysis." Journal of Marketing Research , 21 (November): 360-375.
11.
Colby, A., J. Gibbs, L. Kohlberg, B. Speicher-Dubin, and D. Candee. 1980. The Measurement of Moral Judgement, Vol. 1, Cambridge, MA: Center for Moral Education, Harvard University.
12.
Converse, J., and S. Presser.1986. Survey Questions: Handcrafting the Standardized Questionnaire. Beverly Hills, CA: Sage.
13.
Cummings, W.M. Theodore, and William Corney.1987. "A Conceptual Model of Gambling Behavior: Fishbein's Theory of Reasoned Action." Journal of Gambling Behavior, 3(3) (Fall): 190-201.
14.
DeBoer, Larry.1988. "The Lottery and Pari-Mutuels: Strange Bedfellows ." Indiana Business Review, 63(1) (April): 6-7.
15.
DeGeorge, Richard R.1986. Business Ethics, 2nd. edition. New York: Macmillan.
16.
Dixey, Rachel.1987. "It's a Great Feeling When You Win: Women and Bingo ." Leisure Studies, 6(2) (May): 199-214.
17.
Dubinsky, A.J., and W. Rudelius.1985. "Industrial Selling: How Product and Service Salespeople Compare."Journal of the Academy of Marketing Science, 13 (Winter): 160-170.
18.
Ferrel, O.C., and L.G. Gresham.1985. "A Contingency Framework for Understanding Ethical Decision Making in Marketing." Journal of Marketing,49 (Summer): 87-96.
Green, Paul E., D.S. Tull, and G.A. Albaum.1988. Research for Marketing Decisions. Englewood Cliffs, NJ: Prentice-Hall.
21.
Hare, R.M.1964. The Language of Morals. New York: Oxford University Press.
22.
Heeler, Roger M., and Michael L. Ray.1972. "Measure Validation in Marketing." Journal of Marketing Research, 9 (November): 361-370.
23.
Hunt, Shelby D., and Scott J. Vitell .1986. "A General Theory of Marketing Ethics" Journal of Macromarketing, 6 (Spring): 5-16.
24.
Jacoby, Jacoby.1978. "Consumer Research: A State of the Art Review." Journal of Marketing,42(1) (April): 87-96.
25.
Karpowicz, J. Debbie.1988. "Casino Cities Make Good Hometowns." Successful Meetings, 37(5) (April): 87-90.
26.
Knapp, Terry J., and Brian C. Lech.1987. "Pathological Gambling: A Review with Recommendations," Advances in Behavior Research and Therapy , 9(1): 21-49.
27.
Knauer, Peter.1979. "The Hermeneutic Function of the Principle of Double Effect ." In Readings in Moral Theology. Charles E. Curran and Richard A. McCormick , eds. New York: Ramsey/Paulist Press, pp. 1-40.
28.
Kohlberg, L., and R. Kramer.1969. "Continuities and Discontinuities in Childhood and Adult Moral Development," Human Development , 12: 93-120.
29.
Kohlberg, L., and E. Turiel.1973. Moralization: A Cognitive Development Approach. New York: Holt, Rinehart and Winston.
30.
Krugman, Dean M., and O.C. Ferrel.1981. "The Organizational Ethics of Advertising: Corporate and Agency Views." Journal of Advertising, 10: 21-30.
31.
Laczniak, Gene R.1983. "Framework for Analyzing Marketing Ethics" Journal of Macromarketing (Spring): 7-18.
32.
Lesieur, Henry R., and Robert Klein.1987. "Pathological Gambling among High-school Students." Addictive Behaviors, 12(2): 129-135.
33.
Leys, W.A.R.1952. Ethics for Policy Decisions: The Art of Asking Deliberative Questions, New York: Prentice-Hall .
34.
Lindgren, Elaine H., George A. Young, and Thomas D. McDonald .1987. "The Impact of Gender on Gambling Attitudes and Behavior." Journal of Gambling Behavior , 3(3) (Fall): 155-167.
35.
Mascarenhas, Oswald A.1988. Casino Gaming Propensities in GreaterDetroit: Metro Household Panel Gambling Attitudes and Behaviour. Kellstadt Consumer Research Center, University of Detroit, pp. 1-97.
36.
Milling, E. Brian, and Tom Inglesby.1988. "Employee Problems are Company Problems ." Manufacturing Systems, 6(6) (June): 38-43.
37.
Murphy, Patrick E., and Gene R. Laczniak .1981. "Marketing Ethics: A Review with Implications for Managers, Educators and Researchers" Review of Marketing, 1981: 251-266.
38.
Nunnally, J.C.1978. Psychometric Theory. New York : McGraw-Hill.
39.
Peter, Paul J.1981. "Construct Validity: A Review of Basic Issues and Marketing Practices."Journal of Marketing Research, 18 (May): 133-145.
40.
Peter, Paul J., and Gilbert A. Churchill , Jr. 1986. "Relationships among Research Design Choices and Psychometric Properties of Rating Scales: A Meta-Analysis "Journal of Marketing Research, 23 (February): 1-11.
41.
Pizam, Abraham, and Julianne Pokela.1985. "The Perceived Impact of Casino Gambling on a Community ." Annals of Tourism Research, 12: 147-165.
42.
Rawls, John.1971. A Theory of Justice. Cambridge, MA : The Belknap Press of Harvard University Press .
43.
Rest, James R.1979. Development in Judging Moral Issues. Minneapolis, MN: University of Minnesota Press.
44.
Robin, Donald P., and Eric R. Reidenbach .1986. "A Pretheoretic Framework for Thinking about Ethical Issues in Marketing." Paper presented at the 1985 Macromarketing Conference, Boulder, Colorado.
45.
Schuller, Bruno.1976. "The Debate on the Specific Character of Christian Ethics: Some Remarks." In Readings in Moral Theology. C.E. Curran and R.A. McCormick , eds. New York: Ramsey/Paulist .
46.
Silk-Shari, Lynn.1988. "Poker Sweetens the Pot for Vegas Conventions." Successful Meetings, 37(5) (April): 83-86.
47.
Sudman, S., and M.M. Bradbum.1982. Asking Questions. San Francisco: Jossey-Bass.
48.
Trevino, L.K.1986. "Ethical Decision Making in Organizations: A Person-Situation Interactionist Model." Academy of Management Review, 11: 601-617.
49.
Velasquez, Manuel G.1988. Business Ethics: Concepts and Cases, 2nd edition. Englewood Cliffs, NJ: Prentice-Hall.
50.
Waldron, Ellis.1986. "Betting and Booze: Montanans Vote on Lifestyle Issues, 1916-1982. " Montana Business Quarterly, 24 (Winter): 13-18.
51.
Zorn, C. Kurt.1988. "The Lottery: Its Economic Effects." IndianaBusiness Review, 63(1) (April): 4-5.
