Determining the main factors affecting consumers’ acceptance of ethical advertising: A review of the Jordanian market

Studying consumers’ acceptance of the main ethical issues in communication and mainly in advertising has recently been receiving much attention from scholars. It is especially noteworthy when the advertising is seen as a technology-driven communication process and should be prepared based on a sense of consumers’ social responsibility and moral assent. Using a self-reported questionnaire from 450 parents, this study examines the effects of children abuse, sexual appeals, fear appeals and deceptive advertisements on Jordanian parents’ acceptance of ethical advertising. After using the Structural Equation Modeling test, path analysis was used to test the hypothetic relationships employing the Multivariate Regression Models. The study found that sexual appeals and children abuse are the main factors that affect parents’ acceptance of ethical advertising in the Jordanian market.