Abstract
This study examined the influence of the moral intensity on ethical decision-making (EDM) between American and Taiwanese marketers. The impact of the intensity of moral issues on two important constructs of marketing ethics decisions, perceptions of ethical problem and ethical intentions, was investigated. This was the first research regarding marketing ethics in Taiwan, which instrument was adopted from Singhapakdi et al.’s (1996). As expected, American marketers got higher mean scores on all the components of moral intensity regarding the perceptually potential harm The components were magnitude of consequence, probability of effect, temporal immediacy, and concentration of effect The relationships between the moral intensity to ethical perceptions and to ethical intentions were supported both by Singhapakdi et al. (1996) and by this research. Meanwhile, the empirical findings also proved that the process of EDM, used by Taiwanese marketing professionals, really existed.
Published Version
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