This article addresses the two main obstacles — ignorance and conflict — that block the pathway to ethically proper conduct, both generally in business and specifically in marketing. It begins with a brief examination of theories of the moral good which emphasizes the Greco-Roman humanistic tradition and the Judeo-Christian religious tradition. A professional code of ethics, such as the code of the American Marketing Association, is meaningful only if human beings are regarded as making moral judgments that, objectively speaking, are (...) morally wrong, that is only when the code is considered a set of moral absolutes.Following that, the question of ignorance is dealt with utilizing the American Marketing Association code of ethics. The specific items in that code are related to the three central principles of economic justice: equivalence, contributive justice, and distributive justice. In the second section, the question of conflict is encountered in the context of four other ethical principles — double effect, culpability, good end and bad means, self-determination — that are likely to be helpful in dealing with two cases that are especially instructive because they are limiting cases: the dilemma and the hard case. The role of the hero or champion in conflicts is underscored. (shrink)

Of the many opportunities and affordances that mobile technologies bring to our day-to-day lives, the ability to cheat physical separation and remain accessible to each other—in an instant—also brings pressure to bear on well-established social conventions as to how we should act when we are engaged with others in shared spaces. In this paper we explore some ethical dimensions of mobile communication by considering the manner in which individuals in everyday contexts balance interpretations of emergent social conventions with personal desires (...) to connect in the moment. As we later discuss, the decisions made in response to a ringing mobile phone or flashing text message emerge from consequential versus deontological ethical frames used to determine what to do versus what we ought to do. This is particularly true in western and North American cultural contexts from which our data are collected. Using Goffman's dramaturgy, we suggest that these conflicts occurring on an individual level provide evidence of social structure, and are simultaneously entwined with our less obvious ruminations on the maintenance of social order. (shrink)

This paper identifies the different normative ethical arguments stated and suggested by Arjuna and Krishna in the Gītā , analyzes those arguments, examines the interrelations between those arguments, and demonstrates that, contrary to a common view, both Arjuna and Krishna advance ethical theories of a broad consequentialist nature. It is shown that Krishna’s ethical theory, in particular, is a distinctive kind of rule-consequentialism that takes as intrinsically valuable the twin consequences of mokṣa and lokasaṃgraha . It is also argued that (...) Krishna’s teachings in the Gītā gain in depth, coherence, and critical relevance what they lose in simplicity when the ethical theory underlying those teachings is understood as a consequentialism of this kind rather than as a deontology. (shrink)