TY  - BOOK
AU  - Hunt, Shelby D.
AU  - Vitell, Scott J.
TI  - A general theory of marketing ethics
PY  - 1986///
PB  - Journal of Macromarketing
KW  - Marketing
KW  - Business ethics
KW  - Social responsibility of business
KW  - Quantitative research
KW  - Decision making
N2  - The general theory of marketing ethics, first published in the Journal of Macromarketing by Hunt and Vitell (1986), has been the focus of much discussion and empirical testing. As a result, the theory was revised in 1993. This article overviews the 1993 revision of the model and addresses three questions that are often asked by those who use the model in the classroom and/or in research: (1) What is the justification for using normative ethical theory as a starting point for positing a positive ethical theory? (2) Is the Hunt-Vitell (H-V) model a causal model, that is, is each concept in the model a construct to be measured? (3) How, specifically, can the H-V theory be used to teach marketing and business ethics?
UR  - https://journals-sagepub-com.hub.tbs-education.fr/doi/pdf/10.1177/027614678600600103
ER  -