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Chapter 17. Marketing, Ethics, and Social Responsibility in Today’s Consumer Society. Learning Objectives~ Ch. 17. Distinguish between social and temporal dilemmas, and explain the search for balance in decisions that can involve such dilemmas.

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Chapter 17

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chapter 17

Chapter 17

Marketing, Ethics, and Social

Responsibility in Today’s

Consumer Society

learning objectives ch 17
Learning Objectives~ Ch. 17
  • Distinguish between social and temporal dilemmas, and explain the search for balance in decisions that can involve such dilemmas.
  • Define marketing ethics and consumer ethics, and identify some of the issues that arise from unethical or deviant acquisition, consumption, and disposition behaviors.
  • Discuss some of the ways in which consumers and organizations use marketing for socially responsible purposes.
  • Describe what consumers can do to resist unwanted marketing practices.
addictive behavior
Addictive Behavior

Usually brought on by chemical dependency

Perceived or chemical dependence on product or activity

Repeated use of product, even if dangerous

Can be harmful to addicts & those around them

Examples: cigarettes, drugs, alcohol, Internet use (facebook, eBay), gambling, video games, etc.

You can be addicted to shopping, online shopping, and other marketplace endeavors

compulsive behavior
Compulsive Behavior
  • Compulsive consumption
  • Strong emotional component
  • Compulsive buyers have low self-esteem

How is impulsive consumer behavior different than compulsive cb?

consumer theft
Consumer Theft
  • Prevalence
    • Retail: $37 billion losses
    • Nonretail: fraud; pirarcy
  • Psychological factors affecting
    • Temptation to steal
    • Ability to rationalize behavior
black markets
Black Markets

Example: Cuban Cigars

Legal items in short supply


Illegal items

What are some examples of products on the black market and are they still “marketed”?

“…situations in which consumers pay (often exorbitant amounts) for items not readily available…sellers are unauthorized.”

advertising to children issues
Advertising to Children~ Issues

Did you watch a lot of TV as a child? Did it impact you positively or negatively?


  • Undeveloped cognitive abilities
  • Unable to store/retrieve information in long-term memory
  • Prey on needs
  • Teach children materialism, act on impulse, immediate gratification
  • Do not understand cost
  • Host selling
  • Types of products
advertising to children solutions
Advertising to Children~ Solutions

Solutions to consider:

  • Parental control
  • Program/advertising separator
  • Limits to amount of advertising per hour
  • Public Service Announcements (PSAs)
  • Children’s Advertising Review Unit—Better Business Bureau
  • Educational initiatives
underage drinking smoking
Underage Drinking & Smoking



Marketing Implications

Product availability

Exposure to advertising

Targeting youth

Inappropriate message in media/ads

Warning labels/ads

idealized self images
Idealized Self-Images

Idealized body images

Obsessions with thinness

Thinness, advertising, & self-perceptions = Social Comparisons Theory


Consumers less satisfied

Family influences

“Good life”

marketing obesity
Marketing & Obesity
  • Link between junk food advertising & childhood obesity
  • Less guilt in eating low-fat snacks
  • Underestimate of calorie content of meals
  • Unhealthy food perceived as tastier

Does marketing/advertising cause obesity?

consumer privacy
Consumer Privacy
  • Sources of marketing information
    • Tracking purchases
    • Applications
    • Marketing research
    • Public domain
  • Consumer responses
    • Uncomfortable
    • Complaints
    • Lack of trust
    • Data has errors
marketing social responsibility
Marketing Social Responsibility
  • Environmentally conscious behavior
    • Conservation behavior
    • Greenwashing
  • Charitable behavior
  • Community involvement

How can marketers motivate people to conserve for long-term sustainability?

consumer resistance
Consumer Resistance

Individual resistance—negative word-of-mouth

Advocacy groups—inform public about business practices


Avoid purchasing

Companies held accountable

Gain publicity

Hurt company financially