The general theory of marketing ethics: A revision and three questions

Shelby D. Hunt, Scott J. Vitell

Research output: Contribution to journalReview articlepeer-review

383 Scopus citations


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?

Original languageEnglish
Pages (from-to)143-153
Number of pages11
JournalJournal of Macromarketing
Issue number2
StatePublished - Dec 2006


  • Empirical tests
  • Ethics
  • Hunt-Vitell model
  • Teaching ethics
  • Theory


Dive into the research topics of 'The general theory of marketing ethics: A revision and three questions'. Together they form a unique fingerprint.

Cite this