WHO IS MORE CONCERNED WITH MARKETING ETHICS? A STUDY OF MARKETING AND NON-MARKETING STUDENTS


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AYDOĞAN S. , AKTAN M., Terrence H. W. , BAKIR N. O.

Marketing Educators’ Association Conference, California, Amerika Birleşik Devletleri, 24 - 26 Nisan 2014, ss.34-42

  • Yayın Türü: Bildiri / Tam Metin Bildiri
  • Basıldığı Şehir: California
  • Basıldığı Ülke: Amerika Birleşik Devletleri
  • Sayfa Sayıları: ss.34-42

Özet

High ethical standards in marketing are not only morally and socially desirable, but can become a competitive advantage in global business. Marketing education has responsibility for developing these standards among its students. After taking marketing courses, students should exhibit higher ethical awareness and more sophisticated ethical decision-making. To explore whether this is indeed the case, this study developed an instrument comprised of 15 ethical scenarios and used it to compare students who had taken at least one marketing course with those who had not. The instrument was reliable and had good discriminant properties. Although the two groups were broadly similar, the findings showed that taking at least one marketing course produces more ethical responses in two of the scenarios.