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

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. Charles D. Bodkin, Ph.D. Associate Professor of Marketing, The Belk College of Business, The University of North Carolina at Charlotte. Dr. Bodkin has been published in Industrial Marketing Management, Journal of Retailing and Consumer Services, Journal of Business Ethics, and Marketing Education Review. His areas of research interests include consumer behavior, retailing, e-business, and ethics. Thomas H. Stevenson, Ph.D. Charles E. Cullen Professor of Marketing, The Belk College of Business, The University of North Carolina at Charlotte. Dr. Stevenson has been published in Industrial Marketing Management, Business Horizons, California Management Review, Journal of Advertising, Journal of Business Research, Journal of International Marketing, and the Journal of Current Issues and Research in Advertising. His research interests include salesperson management, ethics, business-to-business marketing, and advertising.