The Influence of Norms on Ethical Judgments and Intentions: An Empirical Study of Marketing Professionals

Abstract

This study examined the influence of marketers’ deontological norms on their ethical judgments and intentions. A conceptual model that consisted of marketers’ norms, teleological evaluations, ethical judgments, and intentions was presented. Hypotheses concerning the relationships among these variables were developed and tested. Data were collected from 249 marketing professionals. Results of path analysis showed that marketers’ ethical judgments and intentions were influenced jointly by their deontological norms and teleological evaluations. Additionally, the moderating effects of selected situational factors were examined. Results showed that organizational ethical environment and professional ethical environment were found to affect the decision-making process of marketers; however, these effects appear to be dependent on the type of ethical dilemma involved.