Ethics and Target Marketing: The Role of Product Harm and Consumer Vulnerability

Target marketing might be the epitome of the marketing concept. However, in certain instances it has been criticized as unethical. The authors identify explanations for the ethical concern and controversy that can arise over targeting. An empirical study confirms public disquiet over consumer vulner...

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Bibliographic Details
Published inJournal of marketing Vol. 61; no. 3; pp. 1 - 20
Main Authors Smith, N. Craig, Cooper-Martin, Elizabeth
Format Journal Article
LanguageEnglish
Published New York American Marketing Association 01.07.1997
SAGE PUBLICATIONS, INC
Subjects
Alcohol
Alcoholic beverages
Breweries
Business ethics
Cigarettes
Consumers
Ethical behavior
Ethical consumerism
Ethics
Liquor industry
Market segmentation
Marketing
Moral contractarianism
Moral judgment
Moral relativism
Morality
Product development
Professional ethics
Smoking
Statistical analysis
Studies
Target marketing
Target markets
Tobacco
United States > US
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Summary:Target marketing might be the epitome of the marketing concept. However, in certain instances it has been criticized as unethical. The authors identify explanations for the ethical concern and controversy that can arise over targeting. An empirical study confirms public disquiet over consumer vulnerability and product harmfulness, identifies which targeting strategies are evaluated as less ethical, and highlights the likelihood of consumer boycotts and other disapproving behaviors. Evidence of ethical concern arises when both "sin" and "non-sin" products are involved, and it increases for consumers perceived to be more vulnerable. The authors discuss implications for marketing managers, researchers, and public policy.
ISSN:0022-2429
1547-7185
DOI:10.1177/002224299706100301