Assessing Distributive Justice in Marketing: A Benefit-Cost Approach

Abstract

Distributive justice, the fair apportioning of benefits and costs, is a social performance criterion in marketing and in organizational and other social contexts. In determining what is more or less just or fair, conflicts arise because of differing perspectives. Benefit-cost analysis offers an appropriate framework and method for evaluating and resolving these conflicts. This article examines several macromarketing issues, and policy alternatives are identified and evaluated. Some correctives that intuitively promise better outcomes, after more careful analysis, may not be more just. However, the principal contribution here is to demonstrate how the lens of benefit-cost analysis can aid in assessing both existing inequities and the effects of interventions intended to correct them. Finally, the limitations and implications of this approach to addressing this aspect of market performance are discussed.

Banks’ unfairness and the vulnerability of low-income unbanked consumers

“…Distributive justice refers to the fair allocation of benefits and costs (Laczniak, 1999) and is considered a social performance measure in marketing and other social settings (Klein, 2008).…”

Towards a Theory of Marketing Systems as the Public Good

“…Collective "dissatisfaction" with marketing systems is rooted in systemic issues and reflected in "wicked" problems (Kennedy 2017). Market injustice, when it occurs, is clearly reflected in the experiences of marketing system participants (Klein 2008;Vulkan, Roth, and Neeman 2013). Consumers might accept solutions proffered by marketing system assortments that are offered at a micro level while they still seek desired macro-changes as observed in the example of American gun-violence-prevention groups (Huff et al 2017).…”

Proposição de um modelo integrativo de justiça para o sistema agregado de marketing turístico

“…Para Bird (2011), dadas as profundas discordâncias sobre como a justiça e a injustiça devem ser reconhecidas, não podemos pressupor que temos a capacidade de apontar alguma concepção de justiça já estabelecida para responder questões sobre como a responsabilidade econômica (por exemplo) deve ser dividida. O problema, então, está relacionado à escolha de um princípio de justiça adequado, dentre as diferentes formas, aparentemente todas legítimas de distribuição: a todos partes iguais, conforme as necessidades de cada indivíduo, os direitos de cada um, o esforço de cada um, a contribuição na sociedade ou, ainda, conforme o mérito (Klein, 2008).…”