An exploration of rule configuration effects on the ethical decision processes of advertising professionals

Elizabeth K. LaFleur, R. Eric Reidenbach, Donald P. Robin, Pj Forrest

Journal of the Academy of Marketing Science · 1996 · Volume 24 · Issue 1

Abstract

This study explores the ethical perceptions of advertising professionals regarding two child-oriented television advertising issues: deceptive messages and host selling. Differences in ethical evaluative and decision processes are investigated for both issues, using two evaluative rules. The results indicate that variations in advertisers’ ethical judgments and ethical intentions are affected by the type of rule(s) used during the evaluative process, and by the degree to which the rules are embraced. The article concludes with recommendations for advertising management and implications for future research.

Keywords

Business Ethic, Ethical Judgment, Ethical Evaluation, Rule User, Television Advertising

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