Consumer interests and the ethical implications of marketing : a contingency framework


Research output: Journal PublicationsJournal Article (refereed)peer-review

37 Citations (Scopus)


The increasing efforts by marketers to target diverse groups of consumers call for a closer examination of the ethical implications of market segmentation and differentiated marketing. Previous research suggests that marketers and consumers often differ in their perceptions of marketing ethics. Based on contingency theory, this research proposes an integrated framework - which includes the nature of the product, consumer characteristics, and market selection - to analyze the ethical complexities of the marketing exchange. Interactions among these factors lead to various contingencies with different ethical implications for marketing managers and public policy makers. Marketers should assess consumer interests and the ethics of marketing programs before their implementation
Original languageEnglish
Pages (from-to)364-387
Number of pages24
JournalThe Journal of Consumer Affairs
Issue number2
Publication statusPublished - 1 Jan 2003

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