Abstract

This study examined the differences of moral intensity as well as the influence of the moral intensity on ethical decision- making (EDM) between American and Taiwanese marketers. The instrument was adopted from Singhapakdi's [21]. As expected, American marketers got higher mean scores on all the components of moral intensity regarding the perceived potential harm. The components were magnitude of consequence, probability of effect, temporal immediacy, and concentration of effect. Cultural factors developed by difference between two societies. The relationships between the moral intensity to Hofstede [9] were used to explain the ethical perceptions and to ethical intentions were supported both by Singhapakdi [21] and by this research. That implied cultural factors affect people's ethical perception through the effect on their perceived moral intensity.

Talk to us

Join us for a 30 min session where you can share your feedback and ask us any queries you have

Schedule a call

Disclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.