Abstract
Using factorially synthesized scenarios, the author examines the influence of deontological and teleological evaluation processes on the research ethics judgments of marketing professionals and their assessment of the appropriateness of the reward/discipline of a researcher for ethical/unethical research behavior. The results indicate that marketing professionals form research ethics judgments based primarily on deontological considerations and only secondarily on teleological considerations. Additionally, the results suggest that marketing professionals' assessment of the appropriateness of reward/discipline of a researcher for ethical/unethical research behavior is guided solely by ethical judgments in the case of reward, and partly by ethical judgments and partly by teleological considerations in the case of discipline.
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