A Comparison of Predictors of Ethical and Unethical Behavior among Corporate and Agency Advertising Managers

Abstract

This study explores the organizational environments and interorganizational network which potentially influence ethical/unethical behavior of advertising decision-makers. Questions explored are: Do advertising agencies and their client corporations have similar standards of ethical behavior? Are the influences on un/ethical behavior for these two types of organizations similar? Corollary to this second question, the researchers wish to determine if the differential association model of un/ethical behavior reported in "Predicting Unethical Behavior Among Marketing Practitioners" (Zey-Ferrell, Weaver, and Ferrell 1979) would be validated with samples of advertising practitioners. Through the investigation of these questions, the consequences of the environment for un/ethical decisions are explored. Additional research is suggested and implications for structural improvements in the environment for un/ethical decisions including public policy considerations are discussed.

Get full access to this article

View all access options for this article.

References

Aldrich, Howard , and David A. Whetten (1981), "Organizationsets, Action-sets, and Networks; Making the Most of Simplicity," in Handbook of Organizational Design, Paul C. Nystrom and William H. Starbuck , eds., London: Oxford University Press.

Bowman, James S. (1976), "Managerial Ethics in Business and Government," Business Horizons, 19 (October), 48-54.

Carroll, Archie B. (1975), "Managerial Ethics: A Post-Watergate View," Business Horizons, 18 (April), 75-80.

Cavanaugh, G. F. (1976), American Business Values in Transition, Englewood Cliffs, NJ: Prentice-Hall.

Cloward, R. A. , and L. E. Ohlin (1960), Delinquency and Opportunity, Glencoe, IL: Free Press.

DeFleur, M. L. , and R. Quinncy (1966), "A Reformulation of Sutherland's Differential Association Theory and a Strategy for Empirical Verification," Joumal of Research in Crime and Delinquency, 53, 1-22.

Doyle, Peter , Marce Corjens , and Paul Michell (1980), "Signals of Vulnerability in Agency-Client Relations," Journal of Marketing, 44 (Fall), 18-23.

Fisk, George (1981), "An Invitation to Participate in Affairs of the Journal of Macromarketing," Journal of Macromarketing, 1, 3-6.

Francois, William E. (1975), Mass Media Law and Regulation, Columbus, OH: Grid.

10.

Frazer, Charlie (1979), "Advertising Ethics: The Role of the Educator," Journal of Advertising, 8 (Winter), 43-46.

11.

Greyser, Steven A. , and Bonnie Reece (1971), "Business Men Look Hard at Advertising," Harvard Business Review, 49 (May-June), 18-36.

12.

Kanner, Bernice (1979), ""Client Audits of Agencies Becoming More Common," Advertising Age, 50 (December), 10.

13.

Murphy, Patrick E. , and Gene R. Laczniak (1981), "Marketing Ethics: A Review with Implications for Managers, Educators and Researchers," in Review of Marketing 1981, Ben M. Enis and Kenneth J. Roering , eds., Chicago: American Marketing Association, 251-266.

14.

Newstrom, J. W. , and W. A. Ruch (1975), "The Ethics of Management and the Management of Ethics," MSU Business Topics, 23 (Winter), 29-37.

15.

Patti, Charles H. , and John H. Murphy (1978), Advertising Management Cases and Concepts, Columbus, OH: Grid.

16.

Standard Directory of Advertisers (1978), Skokie, IL: National Register Publishing Co.

17.

Standard Directory of Advertising Agencies (1978), Skokie, IL: National Register Publishing Co.

18.

Sutherland, E. , and D. R. Cressey (1970), Principles of Criminology (8th ed.), Chicago: J. B. Lippincott.

19.

Zey-Ferrell, Mary , Mark K. Weaver , and O. C. Ferrell (1979), "Predicting Unethical Behavior among Marketing Practitioners," Human Relations, 32, 557-561.