Exploring the structure of ethical attributions as a component of the consumer decision model: The vicarious versus personal perspective

The managerial ethics literature is used as a base for the inclusion of Ethical Attribution, as an element in the consumer's decision process. A situational model of ethical consideration in consumer behavior is proposed and examined for Personal vs. Vicarious effects. Using a path analytic approach, unique structures are reported for Personal and Vicarious situations in the evaluation of a seller's unethical behavior. An attributional paradigm is suggested to explain the results. Joel Whalen is an Assistant Professor of Marketing at DePaul University, Chicago. He has published articles in Psychology & Marketing, Journal of Business Research, and Journal of Business Ethics. His research has been published in the proceedings of the American Marketing Association's Micro-Computers in Marketing Conference; Atlantic Marketing Association; the American Marketing Association Conference on Culture and Sub-Cultural Influences; Northeast Decision Science Institute, Southern Marketing Association, and Decision Sciences Institute. Robert E. Pitts, is Professor and Chair of the Department of Marketing and the Director of the Kellstadt Center for Marketing Analysis and Planning at DePaul University. He served as a member of the faculty of Jacksonville State University, the University of Notre Dame and the University of Mississippi. Dr. Pitts' research has appeared in numerous publications including the Journal of Marketing, Journal of Bank Research, Journal of Advertising, Journal of Consumer Research, Journal of Marketing Education, Journal of Business Research, Journal of Social Psychology, Southern Economic Review, Journal of Travel Research, Journal of Behavioral Economics, The Mid-South Journal of Economics, Psychology and Marketing, Marketing and Media Decisions and Journal of Insurance Issues and Practices. Dr. Pitts is the editor of Personal Values and Consumer Psychology (Lexington Publishers, and co-author of Bank Marketing, A Guide to Strategic Planning, and Effective Bank Marketing Issues, Techniques and Application. Over the past decade, Dr. Pitts has served as a consultant to such firms as General Motors Corporation, Congolium Corp-Kinder Division, National Standard Steel Corp, WalMart Corp Training Programs, Illinois State Chamber of Commerce and Council of State Chambers of Commerce. John K. Wong teaches International Marketing Management and Consumer Behavior at DePaul University. He served as a member of the faculty of the University of Missouri at Columbia and Washington State University. Dr. Wong's research has appeared in numerous publications including the International Marketing Review, Journal of Business Research, Journal of Ambulatory Care Management, International Journal of Bank Marketing and the proceedings of the American Marketing Association, Association for Consumer Research, Academy of Marketing Science, Academy of International Business and Pan-Pacific Business Association.