A Synthesis of Ethical Decision Models for Marketing

The contributions of current models of ethical decision making are described and evaluated on a comparative basis. From the synthesis of these frameworks an integrated model is derived. The integrated model combines both cognitive-affect and social-learning theory to produce a more complete perspective of the ethical decision process. This perspective acknowledges that ethical decision making is affected by both external (environment, peers, situation) as well as internal (moral value structure) constructs.

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