Familial Experiences of Exemplars in Marketing Communication

Abstract

ABSTRACT Marketing communication executives are continuously confronted with dilemmas requiring moral deliberation. To better understand morality, media ethicists have applied moral psychology theory to understand the personality traits and moral development of media exemplars who, while not perfect, set an ethical example for others. Moral psychology theory also provides a framework for understanding how moral exemplars develop moral awareness and moral imagination and how social experiences, such as familial experiences during childhood, impact morality. The current study uses life story interview data with thirteen marketing communication executives who are considered exemplars in media to determine how childhood familial experiences have impacted their later-in-life morality. Participants suggested that parents served as moral role models, teaching them about love and compassion, and that these early-life experiences had a lasting influence, including on their empathetic approach to business and, therefore, ability to consider the differences that lead to moral conflicts and consequences.