Are there Gender Differences in the Ethics Judgments of Marketing Managers

Abstract

This study found that moral reasoning predicts intention to act in an ethical dilemma, but that this behavior is not modified by gender differences. Fishbein and Ajzen’s Reasoned Action model was used to predict intention to act in ethical dilemmas, while the Kohlberg and Gilligan paradigms of moral reasoning were introduced as exogenous variables. The theory of reasoned action model was found to be a good predictor of intention as hypothesized. Suggestions for further research are included.