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Journals / Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2007 / Cilt: 25 - Sayı: 2

Reactions to Marketing Ethics and Its Relationship to Consumer Sense of Morality

Pazarlama Etiğine Gösterilen Tepkiler ve Tüketici Ahlak Anlayışıyla İlişkisi

Murat AKYILDIZ
Mehmet MARANGOZ
Pages
81–101
Publication Date
2022-10-18
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The results of the study in which factor and canonical corelation analysis techniques have been used as the statistical method have revealed that consumers who have absolute and situational sense of ethics both give encouraging and deterring reactions to firms' ethical behaviours regarding marketing and are sensible to ethical problems.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The aim of this study is to explore the consumers' reactions to companies'- ethical behaviours regarding marketing activities and whether these reactions change depending on the sense of morality.
📊
Key Findings & Data:For this purpose; survey has been used and 520 usable survey forms have been analysed.
💡
Conclusion & Impact:The results of the study in which factor and canonical corelation analysis techniques have been used as the statistical method have revealed that consumers who have absolute and situational sense of ethics both give encouraging and deterring reactions to firms' ethical behaviours regarding marketing and are sensible to ethical problems.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

The aim of this study is to explore the consumers' reactions to companies'- ethical behaviours regarding marketing activities and whether these reactions change depending on the sense of morality. For this purpose; survey has been used and 520 usable survey forms have been analysed. The results of the study in which factor and canonical corelation analysis techniques have been used as the statistical method have revealed that consumers who have absolute and situational sense of ethics both give encouraging and deterring reactions to firms' ethical behaviours regarding marketing and are sensible to ethical problems.

Özet

Bu çalışmanın amacı, işletmelerin pazarlama faaliyetlerine ilişkin etik davranışlarına tüketicilerin gösterdiği tepkiler ve bu tepkilerin tüketicilerin benimsediği ahlak anlayışına göre değişip değişmediğini belirlemektir. Bu amacı gerçekleştirmek için anket yöntemi kullanılmış ve 520 kullanılabilir anket formu analize tabi tutulmuştur. İstatistiksel yöntem olarak faktör ve kanonikal korelâsyon analiz tekniklerinin kullanıldığı çalışma sonuçlan, mutlakıyetçi ve durumsalcı ahlak anlayışına sahip tüketicilerin, işletmelerin pazarlamayla ilgili etki davranışlarına karşı hem teşvik edici, hem de caydırıcı tepkiler verirken, etik sorunlara karşı da duyarlı davrandıklarını göstermiştir.

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Cite This Article

AKYILDIZ, M., MARANGOZ, M. (2022). Reactions to Marketing Ethics and Its Relationship to Consumer Sense of Morality. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 25 - Sayı: 2, 81–101. https://ajindex.com/articles/533238

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