Exploring Perceptions of Advertising Ethics: An Informant-Derived Approach

Abstract

Whilst considerable research exists on determining consumer responses to pre-determined statements within numerous ad ethics contexts, our understanding of consumer thoughts regarding ad ethics in general remains lacking. The purpose of our study therefore is to provide a first illustration of an emic and informant-based derivation of perceived ad ethics. The authors use multi-dimensional scaling as an approach enabling the emic, or locally derived deconstruction of perceived ad ethics. Given recent calls to develop our understanding of ad ethics in different cultural contexts, and in particular within the Middle East and North Africa (MENA) region, we use Lebanon-the most ethically charged advertising environment within MENA-as an illustrative context for our study. Results confirm the multi-faceted and pluralistic nature of ad ethics as comprising a number of dimensional themes already salient in the existing literature but in addition, we also find evidence for a bipolar relationship between individual themes. The specific pattern of inductively derived relationships is culturally bound. Implications of the findings are discussed, followed by limitations of the study and recommendations for further research.

Positive Shock: A Consumer Ethical Judgement Perspective

“…Our findings foreground consumers' perspectives on marketing ethics, as these voices remain under-represented in business ethics debates (Shabbir et al 2018). In answering our research question (how do consumers judge the morality of threat-based experiential marketing communication campaigns?…”

“…While consumers can judge threat-based marketing communications as morally questionable (Putrevu and Swimberghek 2013;Sabri 2017;Dahl et al 2003;Prendergast et al 2002), they can also judge them as ethical (Shabbir et al 2018;Kadic-Maglajlić et al 2017). Indeed, marketing communications using threat can lead to positive consumer perceptions and outcomes (Tannenbaum et al 2015).…”

“…Existing debates on marketing ethics, and business ethics more broadly, under-represent consumers' perspectives (Shabbir et al 2018). As consumers are the ultimate judges of what might constitute ethical marketing (Shabbir et al 2018;Skipper and Hyman 1993), this is an area deserving additional research attention.…”

“…Existing debates on marketing ethics, and business ethics more broadly, under-represent consumers' perspectives (Shabbir et al 2018). As consumers are the ultimate judges of what might constitute ethical marketing (Shabbir et al 2018;Skipper and Hyman 1993), this is an area deserving additional research attention. Existing literature tends to examine ethical judgement in organisational contexts (Trevino 1992;Jones 1991Jones , 2009Lindebaum et al 2017), or the link between ethical judgement and consumers' own ethical or unethical behaviours (Hunt and Vitell 1986;Muncy 1992, 2005;Vitell et al 2016).…”

“…Indeed, consumers can perceive threat appeals as offensive and, consequently, unethical (Dahl et al 2003;Prendergast et al 2002). However, this is not always the case (Shabbir et al 2018;Kadic-Maglajlić et al 2017). Advertisements using threat can generate positive outcomes for consumers (Alba and Williams 2013).…”