Relative Importance Measurement of the Moral Intensity Dimensions |
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| Authors: | John Tsalikis Bruce Seaton Philip Shepherd |
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| Institution: | (1) Department of Marketing, Florida International University, University Park, Miami, FL, 33199, U.S.A.;(2) Department of Management and International Business, Florida International University, University Park, Miami, FL, 33199, U.S.A. |
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| Abstract: | The relative importance of the Jones’ Jones, T. M.: 1991, Academy of Management Review
16(2), 366–395] six components of moral intensity was measured using a conjoint experimental design. The most important components
influencing ethical perceptions were: probability of effect, magnitude of consequences, and temporal immediacy. Contrary to
previous research, overall social consensus was not an important factor. However, consumers exhibit distinctly different patterns
in ethical evaluation, and for approximately 15% of respondents social consensus was the most important dimension. |
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| Keywords: | concentration of effect conjoint analysis magnitude of consequences moral intensity probability of effect proximity social consensus temporal immediacy |
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