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Chapter Nine Marketing Ethics: Advertising and Target Marketing

This document discusses marketing ethics related to advertising and target marketing. It covers the topics of ethical versus unethical influence tactics, consumer protection, and debates around consumer autonomy. Specifically, it examines whether advertising undermines individual autonomy by manipulating wants and appealing to pre-existing conditions rather than independent desires. The document also analyzes targeting vulnerable consumer groups and whether that respects their capacity for autonomous decision making.

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88 views11 pages

Chapter Nine Marketing Ethics: Advertising and Target Marketing

This document discusses marketing ethics related to advertising and target marketing. It covers the topics of ethical versus unethical influence tactics, consumer protection, and debates around consumer autonomy. Specifically, it examines whether advertising undermines individual autonomy by manipulating wants and appealing to pre-existing conditions rather than independent desires. The document also analyzes targeting vulnerable consumer groups and whether that respects their capacity for autonomous decision making.

Uploaded by

Zurul
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPT, PDF, TXT or read online on Scribd
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Chapter Nine

Marketing Ethics: Advertising and


Target Marketing
The Last Two “Ps”
• Promotion and Placement
– Target Marketing
– Market Research
• Ethical Influence
– Persuading, Asking, Informing, Advising
• Unethical Influence
– Threats, Coercion, Deception, Manipulation, Lying
Draw the line between Ethical and
Unethical

Unethical Ethical
Consumer Protection
• Federal Trade Commission
– Focus on effect or intent
– Who judges what “might” happen
– Political consequences if regulate after harm is
done
• Do we assume consumers are reasonable or
relatively ignorant
Other forms of consumer autonomy
• Over time the market will weed out deceptive
ads and practices
• Affluent Society (John Kenneth Galbraith)
– “Dependence effect” Market was creating the
consumers
• Disrupting supply and demand
• Creating irrational and trivial consumer demands
• Violates consumer autonomy through manipulation
• What would Kant say?
Possible violations of individual
autonomy
• Advertising creates want which are not
autonomous
– Why do people shop?
• Non-autonomous desires
– First order (Happen at any given time and rational
individuals can step away from them)
– Second Order (unable to step back. Like an Alcoholic
• Arrington argues that marketing influences us by
appealing to pre-existing conditions
• Dworkin – To be an autonomous choice it must
indepedently accepted by the individual
• Crisp – Need to know why it is accepted. Gets to
the capacity of the consumer
• Lippke – To be an autonomous decision maker
the individual must have a variety of intellectual
skills, discipline, attitudes, and motivations
– Ads carry meta-messages (emotional appeals,
oversimplification, superficiality, shoddy standards of
proof.
Marketing to the vulnerable
Unique Volunerability
• Consumer (unable to fully participate as an
informed participant in the marketplace
• General (Susceptible to some physical,
psychological or financial harm)
• What about target marketing to poor, minority
groups, accident victims, funeral settings,
college students.

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