A Framework for the Examination of Relational Ethics: An Interactionist Perspective |
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Authors: | Lou E. Pelton Jhinuk Chowdhury Scott J. Vitell Jr. |
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Affiliation: | (1) University of North Texas, USA;(2) College of Business Administration, University of North Texas, Denton, TX, 76203-1396, U.S.A.;(3) University of Mississippi, USA |
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Abstract: | Despite the widespread agreement that the ontology of the marketing discipline is exchange, marketing ethics researchers have largely adopted a monadic viewpoint of ethical decision making. In this research, an interactionist approach is adopted in order to introduce a dyadic perspective of un/ethical decision making. The dyadic model includes each channel member's individual, situational and decision process factors linked by relationalism, an emerging paradigm in marketing channels. Relationalism is represented as a discriminating variable between perceived ethical dilemma and decision behaviour. Finally, a number of theoretical propositions are presented and future research directions are discussed. |
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