This study reports on the development of scale items derived from the pluralistic moral philosophy literature. In addition, the manner in which individuals combine aspects of the different philosophies in making ethical evaluations was explored.
The study of marketing ethics is assuming a level of importance approaching the more traditional managerial and strategic concerns of marketing inquiry. The study of marketing ethics has evolved along three related, but differentially developed paths, which DeGeorge (1986, pp. 16-18) identifies as normative ethics, metaethics, and descriptive ethics.
Normative ethics in marketing consists of attempting to develop and justify a moral system of the discipline. Such a system would rely, most likely, on developed moral philosophies but would also R. Eric Reidenbach holds a Ph.D. in Business Administration fiom Michigan State University. At present he is a Professor of Marketing and Director of the Center for Business Development and Research at the University of Southern Mississippi. He has published a number of articles in different marketing journals. In addition, he is the co-author of several books on bank marketing. Dr. Donald P.