Singhapakdi 1999

A cross-cultural study of consumer perceptions about marketing ethics

Abstract Given the ever-increasing globalization of economies, growing numbers of marketing firms are expecting more of their profits to be derived from international sales. Global competition is ferocious; thus, developing long-term partner relationships often becomes a significant competitive advantage. Corporate ethics are of pivotal importance in global business, though globalization also complicates ethical questions, because an individual's culture affects his/her ethical decision making. Failures to account for the effects of differences in consumers' culturally-based ethical values will hinder a marketer's efforts to expand internationally. Compares consumers from Malaysia and the USA in terms of their perceptions of marketing ethics situations, their attitudes toward business and salespeople, and their personal moral philosophies. The survey results reveal some significant differences between the consumers from these two countries. ABSTRACT FROM AUTHOR Copyright of Journal of Consumer Marketing is the property of Emerald and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts)
Abstract Given the ever-increasing globalization of economies, growing numbers of marketing firms are expecting more of their profits to be derived from international sales. Global competition is ferocious; thus, developing long-term partner relationships often becomes a significant competitive advantage. Corporate ethics are of pivotal importance in global business, though globalization also complicates ethical questions, because an individual's culture affects his/her ethical decision making. Failures to account for the effects of differences in consumers' culturally-based ethical values will hinder a marketer's efforts to expand internationally. Compares consumers from Malaysia and the USA in terms of their perceptions of marketing ethics situations, their attitudes toward business and salespeople, and their personal moral philosophies. The survey results reveal some significant differences between the consumers from these two countries. ABSTRACT FROM AUTHOR Copyright of Journal of Consumer Marketing is the property of Emerald and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract.

study comparing US and Malaysia - very focused on marketing and the cross-cultural aspects thereof.
Looks at moral intensity - no harm/social pressure
Also uses Forsyth to look at relativism/idealism
Interesting that the scenarios used to test ethics are much more extended than MVQ. See appendix
Not quite sure how relevant.