TY - JOUR
T1 - The general theory of marketing ethics
T2 - A revision and three questions
AU - Hunt, Shelby D.
AU - Vitell, Scott J.
PY - 2006/12
Y1 - 2006/12
N2 - The general theory of marketing ethics, first published in the Journal of Macromarketing by Hunt and Vitell (1986), has been the focus of much discussion and empirical testing. As a result, the theory was revised in 1993. This article overviews the 1993 revision of the model and addresses three questions that are often asked by those who use the model in the classroom and/or in research: (1) What is the justification for using normative ethical theory as a starting point for positing a positive ethical theory? (2) Is the Hunt Vitell (H-V) model a causal model, that is, is each concept in the model a construct to be measured? (3) How, specifically, can the H-V theory be used to teach marketing and business ethics?
AB - The general theory of marketing ethics, first published in the Journal of Macromarketing by Hunt and Vitell (1986), has been the focus of much discussion and empirical testing. As a result, the theory was revised in 1993. This article overviews the 1993 revision of the model and addresses three questions that are often asked by those who use the model in the classroom and/or in research: (1) What is the justification for using normative ethical theory as a starting point for positing a positive ethical theory? (2) Is the Hunt Vitell (H-V) model a causal model, that is, is each concept in the model a construct to be measured? (3) How, specifically, can the H-V theory be used to teach marketing and business ethics?
KW - Empirical tests
KW - Ethics
KW - Hunt-Vitell model
KW - Teaching ethics
KW - Theory
UR - http://www.scopus.com/inward/record.url?scp=33750868785&partnerID=8YFLogxK
U2 - 10.1177/0276146706290923
DO - 10.1177/0276146706290923
M3 - Review article
AN - SCOPUS:33750868785
SN - 0276-1467
VL - 26
SP - 143
EP - 153
JO - Journal of Macromarketing
JF - Journal of Macromarketing
IS - 2
ER -