Relative Importance Measurement of the Moral Intensity Dimensions
John Tsalikis, Bruce Seaton, Philip Shepherd
Journal of Business Ethics · 2008 · Volume 80 · Issue 3
DOI: 10.1007/s10551-007-9458-5
Abstract
The relative importance of the Jones’ [Jones, T. M.: 1991,Academy of Management Review16(2), 366–395] six components of moral intensity was measured using a conjoint experimental design. The most important components influencing ethical perceptions were: probability of effect, magnitude of consequences, and temporal immediacy. Contrary to previous research, overall social consensus was not an important factor. However, consumers exhibit distinctly different patterns in ethical evaluation, and for approximately 15% of respondents social consensus was the most important dimension.
Keywords
concentration of effect, conjoint analysis, magnitude of consequences, moral intensity, probability of effect, proximity, social consensus, temporal immediacy
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