The purpose of the study is to empirically examine moral ideology, ethical beliefs, and moral intensity in the context of Pakistan. Jones (Academy of Management Review, 16(2), 366–395, 1991) model and Muncy and Vitell (Journal of Business Research, 24, 297–311, 1992) have extensively been investigated and validated in west for examining ethical decision-making process. This study examines and validates these models in a collectivist cultural settings, i.e., Pakistan. A self-administered online survey technique using convenience sampling technique was used to gather (...) data from a sample of 1000 consumers in Pakistan. Final analysis was carried out on 338 valid responses. Data was analyzed using from descriptive analysis, correlation analysis, confirmatory factor analysis (CFA), exploratory factor analysis (EFA), and model estimation carried out AMOS. Cronbach’s α was used to test the reliability of the instrument. A majority of the consumers were high on idealism and low on relativism. Consumers dejected questionable activities that have harmful outcomes more than ones that have harmless outcomes. Both idealism and relativism are found to significant predict moral intensity. However, no relationship has been found between moral ideology and ethical beliefs. Consumer’s ethical beliefs are found to significantly affect moral intensity and behavioral intention. Social moral intensity is found to mediate the relationship of relativism and harmful ethical beliefs. The study is among the pioneer studies in Pakistan that examines the link of moral ideology, moral intensity, and ethical beliefs. The study provides an Urdu version of scales that can be utilized for further exploration and validation. (shrink)

Food advertising targeted at children is associated with the development of unhealthy eating habits and childhood obesity. In Spain, where one in every three children suffers from overweight, a voluntary regulation mechanism has been adopted to control such advertising, despite evidence of its ineffectiveness. This study's stated objective was to evaluate the grounds for implementing a policy that would ban the advertising of energy-dense, nutrient-poor food and beverages targeted at children in Spain, incorporating an ethical perspective in the analysis. Using (...) a bibliographic search of various databases, we reviewed the evidence for answering the seven questions posed by Walton et al.'s ethical evaluation framework, drawn up on the basis of the Nuffield Council on Bioethics Stewardship model. The results show that the proposed intervention is cost-effective, minimally intrusive, promotes healthy environments, acts on a vulnerable population, helps children lead healthy lifestyles, reduces social health inequalities, increases parents' individual freedom of choice and enjoys the support of scientists, health professionals and consumers alike. Accordingly, we feel that the time has come for food advertising directed to children in Spain to be statutorily regulated, by banning the promotion of EDNP products. (shrink)

The field of marketing and consumer ethics has evolved considerably over the past 20 years, yet research on specific areas of advertising ethics remains limited. This limitation persists despite developments in digital technologies, and the impact they have had on advertising practice generally and online advertising more specifically. Online media are becoming increasingly populated by advertising content, as consumers continuously navigate ever-evolving mediascapes. Thus, there is a need to examine the ethical issues associated with the use of controversial advertising online, (...) as well as consumers’ responses to such ads. This special thematic symposium addresses this literature gap, which is at the intersection of consumer ethics, e-marketing, and controversial advertising. The two papers in the special thematic symposium present new research in this area, along with some initial ethical implications as well as potential for future research. (shrink)

Previous behavioral research on advertising deception has focused on the extent to which consumers would be misled by claims and implications of advertisements. The present research examines the effect of an important, but largely neglected, dimension: the severity of anticipated harm as a result of being deceived. Two experiments disentangle the effect of anticipated harm on consumer brand attitudes and purchase intentions from that of perceived deception. Interestingly, greater harmfulness increases diagnosticity of perceived deception, which partially accounts for consumers’ negative (...) reactions to deceptive advertising. Theoretical, methodological, and ethical implications are discussed. (shrink)