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University Students’ Perceptions Regarding Ethical Marketing Practices: Affecting Change Through Instructional Techniques

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  • Charles Bodkin
  • Thomas Stevenson

Abstract

Many believe that colleges of business have a role to play in improving the level of marketing ethics practiced in the business world, while others believe that by the time students reach the level of university education, their ethical beliefs are so ingrained as to be virtually unalterable. The purpose of this study is to add to the literature regarding university students’ ethical value judgments. It utilizes scenario studies to assess base line ethical values of junior level undergraduate business administration students, then techniques are employed to influence students’ perceptions of the ethics of various marketing practices, and students’ values are reassessed. A total of 667 junior and senior level students majoring in business administration (52% female; 48% male; 72% 22-years old or younger) participated in the pre-tests and 525 students (47% female; 53% male; 70% 22-years-old or younger) participated in the post-tests. The results of the before/after studies indicate that some experimental techniques are more effective than others in affecting change, but it is difficult to affect long-run change in those predisposed to unethical behavior. Copyright Springer Science+Business Media, Inc. 2007

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  • Charles Bodkin & Thomas Stevenson, 2007. "University Students’ Perceptions Regarding Ethical Marketing Practices: Affecting Change Through Instructional Techniques," Journal of Business Ethics, Springer, vol. 72(3), pages 207-228, May.
    • Handle: RePEc:kap:jbuset:v:72:y:2007:i:3:p:207-228
    DOI: 10.1007/s10551-006-9166-6
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    References listed on IDEAS

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    1. Klein, E. R., 1998. "The One Necessary Condition for a Successful Business Ethics Course: The Teacher Must be a Philosopher," Business Ethics Quarterly, Cambridge University Press, vol. 8(3), pages 561-574, July.
    2. Garaventa, Eugene, 1998. "Drama: A Tool for Teaching Business Ethics," Business Ethics Quarterly, Cambridge University Press, vol. 8(3), pages 535-545, July.
    3. Dabholkar, Pratibha A. & Kellaris, James J., 1992. "Toward understanding marketing students' ethical judgment of controversial personal selling practices," Journal of Business Research, Elsevier, vol. 24(4), pages 313-329, June.
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    1. Cubie Lau, 2010. "A Step Forward: Ethics Education Matters!," Journal of Business Ethics, Springer, vol. 92(4), pages 565-584, April.
    2. Manoj Anand & Jagandeep Singh, 2021. "Business students’ perception of corporate social responsibility: an exploratory study," DECISION: Official Journal of the Indian Institute of Management Calcutta, Springer;Indian Institute of Management Calcutta, vol. 48(3), pages 261-284, September.
    3. David Jones, 2009. "A Novel Approach to Business Ethics Training: Improving Moral Reasoning in Just a Few Weeks," Journal of Business Ethics, Springer, vol. 88(2), pages 367-379, August.
    4. Younes Kohail & Youssef Saida & Jaoud Obad & Aziz Soulhi, 2016. "The Qualities of a Good Manager … What Does It Mean? Lessons Learned from the Undergraduate Business Students’ Perception in Kingdom of Morocco," International Journal of Business and Management, Canadian Center of Science and Education, vol. 11(8), pages 1-86, July.

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