Professional Documents
Culture Documents
T
he need for normative theory to provide guidance in approaches include attempts to describe or model ethical de-
evaluating ethical issues is particularly pressing in cision making (e.g., Ferrell and Gresham 1985; Hunt and
marketing. There have been many cases of unethical Vitell 1986) and empirical studies of the ethical attitudes
conduct in marketing; indeed, marketing is viewed by some and/or behaviors of different populations, such as marketing
as the worst offender of the business functions (LeClair, Fer- researchers (e.g., Akaah and Riordan 1989) or salespeople
rell, and Ferrell 1997; Tsalikis and Fritzsche 1989). Social (e.g., Bellizzi and Hite 1989). Normative approaches to
contract theory is evolving into one of the major alternatives ethics identify moral principles and methods of moral rea-
for approaching business ethics. Although it has received soning that justify judgments of what is right and wrong. It
limited attention from marketing scholars to date, its poten- is normative marketing ethics that is concerned with pre-
tial for analyzing marketing ethics deserves exploration. scribing what managers "ought to do" when faced with an
-In this article, our purpose is to show the relevance of so- ethical issue. Reviews of marketing ethics literature (e.g.,
cial contract theory to marketing, introduce a specific social Tsalikis and Fritzsche 1989) show that there have been a
contract-based approach, known as Integrative Social Con- substantial number of descriptive contributions but far few-
tracts Theory (ISCT) (Donaldson and Dunfee 1994, 1995, er normative contributions.
1999; Dunfee and Donaldson 1995), and demonstrate The relative scarcity of normative articles reflects the
ISCT's particular applicability to marketing ethics. We ex-
difficulty in making noncontroversial yet definitive ethical
amine the search to date for a normative moral foundation
evaluations of marketing decisions and practices, though
for marketing. We then introduce social contract theory and
this is both necessary and important (Ferrell and Gresham
discuss its pertinence to marketing. Next, we explain ISCT
1985). Consider the substantial physical and financial harm
and show in detail how it may be applied to one of the more
that can result from unethical decisions about product safe-
intractable problems of marketing ethics, that of bribery. Fi-
ty, truth in advertising, and fairness in pricing. The evalua-
nally, we identify implications for managers and researchers.
tion of these decisions as ethical or unethical—by the
decision maker(s), those affected by the decision, public
The Search for a Normative Moral policymakers, or researchers—may be better informed by
Foundation for Marketing sound theories of normative marketing ethics.
The literature on marketing ethics can be differentiated be- The normative marketing ethics literature parallels the
tween descriptive and normative approaches. Descriptive pluralistic approaches found in the broader business ethics
field. Business ethicists have sought to develop frameworks
for applying classical ethical theories to business dilemmas.
Thomas W. Dunfee is Kolodny Professor of Social Responsibility and Di- This work includes Kantian ethics (Bowie and Duska 1990;
rector, Carol and Lawrence Zicklin Center for Business Etfiics Research, Evan and Freeman 1988), virtue (Solomon 1993), rights
The Wharton School, University of Pennsylvania. N. Craig Smith is Asso- (Werhane 1984), utilitarianism (Buchanan 1988), justice
ciate Professor of Marketing, The McDonough Schooi of Business, (Hartman 1996), and social contract theory (Donaldson
Georgetown University. William T Ross Jr. is Associate Professor of Mar-
keting and Assistant Dean for Research and Doctoral Programs, Fox
1982, 1989; Donaldson and Dunfee 1994, 1995, 1999; Kee-
School of Business and Management, Temple University. The authors ley 1988). Each of these frameworks incorporates founda-
thank Thomas Donaldson, Diana Robertson, participants In the Kennedy tional principles such as impartiality or consent as a basis
Institute of Ethics Seminar at Georgetown University, and three anony- for moral guidance. Advocates of individual theories argue
mous JM reviewers for helpful comments on previous versions of this arti- for their superiority in dealing with at least a defined class
cle. Funding by the Carol and Lawrence Zicklin Center for Business Ethics
of ethical problems, whereas others take a more ecumenical
Research and the Georgetown University School of Business summer re-
search fund is gratefully acknowledged. approach, looking for a convergence of judgment among al-
ternative theories (Hosmer 1994).
Journal of Marketing
14 / Journal of Marketing, July 1999 Vol.63(July 1999), 14-32
Within the literature on marketing ethics, a creative vari- the strategic marketing planning process (Robin and Reiden-
ety of frameworks and theories has been developed, typical- bach 1987). Table 1 provides a selective sampling of this lit-
ly with reliance on one or more of the classical theories. erature and indicates the level of focus (individual, firm, or
Examples include a diagnostic framework.for assessing indi- societal), the primary orientation (normative or descriptive),
vidual responsibilities of marketing executives for the conse- any explicit normative approaches taken, major examples
quences of their unethical actions (Mascarenhas 1995); a test used, and the role, if any, of social contracts or norms. Half
that requires marketers to establish that consumers can exer- of the chosen frameworks are pluralistic, in that multiple eth-
cise informed choice (Smith 1995); a contingency factor ical theories are recognized. This may restrict their ability to
model of ethical behavior that incorporates an assumption predict outcomes, because results may vary, even with the
that "marketers develop guidelines and rules for ethical be- same contextual factors, depending on the normative theory
havior based on moral philosophy" (Ferrell and Gresham chosen by a given moral agent. However, pluralistic ap-
1985, p. 88); a framework presented as a series of questions proaches recognize a possible tendency for moral agents to
based on theories developed by Ross, Garrett, and Rawls either follow a multistep pluralistic analysis in their own rea-
(Laczniak 1983) and later revised to include additional theo- soning or go back and forth between theories, depending on
ries of moral philosophy (Laczniak and Murphy 1993); a de- the context of the decision required.
scriptive model of ethical decision making in marketing that The marketing-specific attempts at developing a norma-
assumes most people apply both a duty-based and a teleo- tive framework typically have incorporated general sum-
logical analysis (Hunt and Vitell 1986); and a framework maries of the classical ethical theories, particularly
suggested for integrating social responsibility and ethics into utilitarianism, Kantian or other duty-based approaches.
TABLE 1
Frameworks for Ethical Decision Making in Marketing
Hunt and Vitell Individual Descriptive Deontological/ Two short Industry and
(1986) marketers (model of teleological scenarios organizational
decision-making) (gifts, auto norms as source
safety) of deontological
rules
Marketing Ethics/15
virtue, rights, and justice. They generally are agnostic as to deaths caused by the marketing of these pesticides overseas
the normative theory to be applied among those theories in- against the "benefits" of jobs retained in the United States.
cluded within a given pluralistic framework. In the proto- But it is surely fair to ask whether a trade-off of lives or
typical normative model, Laczniak (1983), as revised by physical well-being versus income is fully consistent with
Laczniak and Murphy (1993, pp. 49-51), would apply the commonsense morality. Although rule utilitarianism—using
following questions in evaluating the ethics of marketing predefined rules to deal with repetitive ethical issues—may
practices: resolve some of these problems, the inherent complexity of
modern business and professional life vastly complicates its
1. Does the contemplated action violate the law? (legal test) use as a realistic guide.
2. Is this action contrary to widely accepted moral obligations?
(duties test) Duty-based (or deontological) approaches avoid some of
the problems with utilitarianism by establishing clear duties,
3. Does the proposed action violate any other special obliga-
tions that stem from the type of marketing organization at often based on some rational criteria or assumptions regard-
focus? (special obligations test) ing the nature of humanity. Even so, in some situations, it
4. Is the intent of the contemplated action harmful? (motives may appear that no obvious duties can be invoked or that du-
test) ties are in conflict. In other cases, the recognition of duties
5. Is it likely that any major damages to people or organizations is dependent on unknowable facts. In many business-related
will result from the contemplated action? (consequences test) contexts, duty-based theories produce conflicting obliga-
6. Is there a satisfactory alternative action that produces equal tions without any clear-cut method for resolving the con-
or greater benefits to the parties affected than the proposed flicts. Thus, a manager acting with a perceived ethical duty
action? (utilitarian test) to give appropriate consideration to the legitimate claims
7. Does tbe contemplated action infringe on property rights, and interests of stakeholders finds little guidance in resolv-
privacy rights, or the inalienable rights of the consumer? ing competing stakeholder claims. For example, animal
(rights test) rights advocates might demand that a cosmetics company
8. Does the proposed action leave another person or group less cease all testing on animals, whereas consumer activists de-
well off? Is this person or group already a member of a rel- mand that the firm use all known effective measures for
atively underprivileged class? (justice test) guaranteeing the safety of its products.
An affirmative answer to any of the tests is assumed to These and similar problems have led Robin and Reiden-
indicate that the marketer's decision is probably unethical bach (1993) to note that the "grand narratives" of moral phi-
and should be reconsidered. Pragmatic considerations con- losophy seem inadequate for the rich, complex context of
strain the value of this approach. If every type of ethical the marketing function. They despair of identifying any uni-
theory must be satisfied, few marketing decisions would be fying general ethical theory and instead argue for the devel-
likely to pass muster. Furthermore, the answering of certain opment of a workable, ethical approach specific to
questions as yes is likely to produce a no in another context. marketing.
For example, a duty of justice that contemplates some rea- Few of the frameworks reference social contract theory,
sonably equivalent distribution of benefits may consistent- despite its increasing prominence as a theory in business
ly conflict with shareholder property rights. Indeed, ethics (Dunfee and Donaldson 1995) and its use elsewhere
Laczniak and Murphy (1993) acknowledge that there may in marketing literature. We turn now to explore whether so-
be conflicting responses to their questions. Thus, though cial contract theory might be a useful addition to the frame-
use of this framework undoubtedly has merit in assisting works for decision making in marketing ethics, either as one
marketers to reflect on the ethics of their decisions, it is less of the alternatives in a pluralistic approach or as a primary
satisfactory in providing definitive ethical evaluations of theory in certain contexts. As a first step, we provide a brief
specific practices. introduction to social contract theory and its use in business
Approaches in business ethics based on classical theo- ethics.
ries, particularly those that rely on Kantian ethics and utili-
tarianism, have been criticized as too abstract and general to
provide adequate guidance for managers (Stark 1993). The Sociai Contract Theory
problems with utilitarianism are well known. In many cases, Social contract theory has its origins in the social upheavals
utilitarian analysis requires forecasting of unknowable fu- of seventeenth- and eighteenth-century Europe. The decline
ture events (e.g., the percentage of women who would de- of feudalism and the rejection of the divine right of kings as
velop medical problems from silicone breast implants). a basis for obedience to the state gave rise to a search for a
Also, comparing different types of utilities is notoriously political philosophy that legitimized state authority. Consent
difficult. How, for example, should the joy and excitement theories of political obligation developed, best articulated
of riding on a three-wheel, all-terrain vehicle be measured by the English philosopher John Locke (1632-1704). He ar-
against the associated physical dangers? Finally, the trade- gued that "a citizen's obligation to obey the law can be
offs required by the underlying principle of impartiality— grounded only in that citizen's personal consent to the au-
such that the utilitarian is indifferent to who is hurt and thority of the law" (Simmons 1992, p. 919). In Two Treatis-
how—strike many people as counterintuitive. es of Government (1690), Locke sought to identify a basis
Consider the marketing of harmful pesticides, banned in for the legitimacy of state authority. His resulting social con-
the United States, to less developed countries. A utilitarian tract justified the existence of the state and identified the
might be comfortable balancing the "costs" of possible reciprocal obligations of citizen and state. Subsequently,
Marketing Ethics/17
social responsibility as relating "to the social contract be- Following the classic contractarians, Donaldson and
tween businesses and the society in which they operate." Dunfee (1994, 1995, 1999) envision rational humans seek-
Reidenbach and Robin (1990) include social contract ing to design a binding, though unwritten, agreement that
items in their multidimensional ethics scale. Moreover, establishes the parameters for ethics in economic relation-
various researchers have referred to "norms," an implicit ships. To justify consent on the part of the contractors, they
reference to generally understood standards or obliga- limit themselves to parsimonious assumptions and a mini-
tions derived from social contracts. Heide and John malist global social contract.
(1992, p. 34) define norms as "expectations about behav- The terms of the contract are based on the global con-
ior that are at least partially shared by a group of decision tractors' rational response to two assumptions. First, the
makers" and note that "specialized normative structures contractors are assumed to be aware of and concerned about
have been shown to govern individual exchange relation- bounded moral rationality. Bounded moral rationality repre-
ships between firms." However, though marketing litera- sents an extension of the well-grounded idea of bounded
ture makes use of social contracts or norms within economic rationality to the moral sphere. It is assumed that
exchange relationships, little attention has been given to individual moral agents lack the information, time, and
their potential use in a normative evaluation of marketing emotional strength to make perfect judgments consistent
practice. with their moral preferences. Thus, breast-implant salespeo-
Social contract theory has been used in marketing ple who know they are committed utilitarians may not be
ethics-related empirical studies. In the context of direct able to apply their preferred theory because they lack the
marketing, Culnan (1995) uses social contract theory to an- time and information to determine whether the risks associ-
alyze privacy issues associated with consumer awareness of ated with the product may exceed its positive cosmetic and
name removal procedures. Robertson and Anderson (1993) psychological value.
implicitly used social contract theory when they found that The bounded moral rationality assumption also ac-
sales managers and salespeople respond differently to the knowledges that global contractors may not be able to
same ethical dilemmas and attributed this to differences in identify and agree to an omnipotent comprehensive
roles, responsibilities, and cultures between the two groups. moral theory. Therefore, ISCT assumes (Donaldson and
We suggest that the two groups may operate under different Dunfee 1995, p. 93) that the individual contractors would
social contracts. Robertson and Ross (1995) make explicit wish to retain the right to select their own values to the
reference to social contracts when hypothesizing about dif- maximum extent possible and that they would "desire to
ferences between students and salespeople in responses to participate in economic communities that reflect their
ethically related scenarios. They find that salespeople, who personal and cultural values." In so doing, the contractors
better understand the norms operating in a selling situation, would be recognizing bounded moral rationality insofar
are less influenced by situational pressures than are stu- as it limits the ability of moral theorists to design a moral
dents. Thus, there is some tentative empirical validation of calculus applicable to all decision contexts for all of di-
the importance of social contract concepts in the thinking of verse humanity.
salespeople. Second, it is assumed that the global contractors would,
Given the connections to marketing theory, it remains in response to bounded moral rationality, recognize the
surprising that the normative marketing ethics frameworks need for a community-based moral fabric as a necessary
have not made greater use of the concept of social contracts. condition for both the generation of wealth and the main-
In considering how social contract-based approaches may tenance of an environment conducive to a good and pro-
be more directly relevant to marketing, we describe a spe- ductive life. Without this moral fabric, which is the
cific social contract-based approach to business ethics, purpose of the global convention, there is the threat of so-
ISCT. cial denigration into Hobbes's "war of every one against
every one."
In response to these core assumptions, Donaldson and
Integrative Social Contracts Theory Dunfee (1994, 1995, 1999) hypothesize that the global con-
Donaldson and Dunfee's (1994, 1995, 1999) ISCT relies on tractors would agree to the creation of a binding macrosocial
real, contextual, microsocial contract norms within an over- contract. Donaldson and Dunfee argue that this global
all framework based on a classical, hypothetical, macroso- macrosocial contract is the only rational solution to the need
cial contract similar to those envisioned by Hobbes and for a moral fabric in the face of bounded moral rationality.
Locke. The term "integrative" captures that ISCT encom- Because it is assumed to be logically compelling, all ratio-
passes two different types of social contracts: a hypotheti- nal humans are assumed to consent to its terms, which are
cal macrosocial contract used as a heuristic device and spelled out subsequently.
actual microsocial contracts based in living communities.
The use of the plural term "contracts" refers not only to the Moral Free Space and Protected Informed
two types of contracts, but also to the millions of Consent
community-based microsocial contracts whose norms are
important in rendering normative judgments in business The first two terms of the macrosocial contract are as follows:
ethics. Thus, ISCT is grounded in the familiar idea of social 1. Local economic communities may specify ethical norms for
norms that serve as the foundation for rules of behavior their members through microsocial contracts (i.e., the
within communities. "moral free space" term).
Marketing Ethics/19
or standards. An overly thick set of hypernorms could con- itively correct as examples of hypernorms. The following
strain diversity across cultures by imposing a straightjacket are three candidates:
of suffocating morality. Advocates of diversity in morality
1. Firms should adopt adequate health and safety standards for
rightly are concerned about the threat of a professional or employees and grant employees the right to know about
educational elite defining and enforcing a large set of moral job-related health hazards (Frederick 1991, p. 166);
preferences on individuals on the basis of some stylized 2. People should not lie; they should speak and act truthfully
conception of the good. (Parliament of the World's Religions 1993, p. 11); and
An obvious question is, how do we ascertain the exis- 3. Businesses should be expected to honor their obligations in
tence of particular hypernorms? Donaldson and Dunfee a spirit of honesty and faimess (Caux Round Table Secre-
(1994) describe the efforts of anthropologists, political sci- tariat 1994, Section 2, Principle 1).
entists, and philosophers, among others, who are searching
for a convergence of beliefs and values at the global level. Hypernorms thus bound the moral free space of com-
Scholars from many cultures and academic disciplines are munities. If, for example, a hypernorm prohibiting bribery
asking similar questions regarding what humans commonly can be sustained, any authentic norm recognizing bribery
believe. An appropriate starting point would be an attempt to among, say, a community of corrupt government officials in
identify the extent of convergence among the convergence Russia is not legitimate ipso facto. However, hypernorms do
scholars.2 not provide a complete bounding of the moral free space of
In support of the claim for the existence of hypernorms, communities. The issue of conflict between two or more
we can point to studies that find similar methods of moral norms that are legitimate still might arise.
reasoning across cultures (Kohlberg 1968) and agreement
regarding certain core principles across large samples of Priority Rules for Conflicting Norms
managers (Kanter 1991). The evidence from the many stud- The final term of the macrosocial contract is as follows:
ies that seek to compare the attitudes and behaviors of man-
agers from two or three cultures is mixed but may be 4. In the case of conflicts among norms that satisfy Terms 1-3,
priority must be established through the application of rules
interpreted in a manner consistent with the concept of hy-
consistent with the spirit of the overall macrosocial contract
pernorms. Although these studies show a divergence of (i.e., the "priority rules" term).
views on certain issues, such as software copying, they tend
to show agreement regarding more fundamental concepts, Multiple legitimate norms applicable to the same ethical
such as the value of trust (Swinyard, Rinne, and Kau 1990). judgment may conflict. This may happen when a transaction
Furthermore, it is not critical to the existence of hypernorms crosses two distinctly different communities, often the case
to show substantial agreement on a single form of expres- in marketing and global business. For example, a European
sion. Walzer (1994, p. 18) argues that "minimalism" (his firm doing business in Beijing must decide whether it will
term for what Donaldson and Dunfee 1994 call hypernorms) follow the local practice of Guanxi, in which Chinese offi-
"is not foundational: it is not the case that different groups cials want their children hired for a job at a U.S. plant. The
of people discover that they are all committed to the same action, acceptable in China, violates norms of fairness in the
set of ultimate values." Instead, minimalism "consists in United States. Here, both norms are recognized as authentic,
principles and rules that are reiterated in different times and and both may be considered legitimate because neither vio-
places, and that are seen to be similar even though they are lates a hypernorm. To resolve such problems, ISCT speci-
expressed in different idioms and reflect different histories fies (Donaldson and Dunfee 1995, pp. 105-106) a loose set
and different versions of the world" (Walzer 1994, p. 17). of six priority rules derived from the basic assumptions and
Can examples be provided? Frederick (1991) studied six terms of the macrosocial contract and influenced by con-
intergovernmental compacts (including the Organization for cepts that underlie principles of international conflicts of
Economic Cooperation and Development [OECD] Guide- law and dispute resolution. They are as follows:
lines for Multinational Enterprises, the Helsinki Final Act,
1. Transactions solely within a single community, which do not
and the International Labour Organisation Tripartite Decla- have significant adverse effects on other humans or commu-
ration of Principles Concerning Multinational Enterprises) nities, should be governed by the host community's norms;
to identify principles common to the set. Similarly, we could 2. Community norms for resolving priority should be applied,
study the statements of global organizations as potential as long as they do not have significant adverse effects on
sources of hypernorms. The principles for business devel- other humans or communities;
oped by the Caux Round Table (1994) (which meets annu- 3. The more extensive the community that is the source of the
ally in Caux, Switzerland) are a prime example, as is the norm, the greater the priority that should be given to the
"Declaration Toward a Global Ethic," produced by the norm;
Council for a Parliament of the World's Religions (1993). 4. Norms essential to the maintenance of the economic envi-
From these, we can pull some samples that seem to be intu- ronment in which the transaction occurs should have priori-
ty over norms potentially damaging to that environment;
5. When multiple conflicting norms are involved, patterns of
consistency among the altemative norms provide a basis for
2For an elaboration of this and other issues about how decision prioritization; and
makers might apply ISCT, see Donaldson and Dunfee (1999), par- 6. Well-defined norms ordinarily should have priority over
ticularly Chapter 7. more general, less precise norms.
FIGURE 1
The ISCT Decision Process: Multiple Communities and Multiple Competing Norms
If no clearly dominant
norm, may base decision Ethical judgment
on any legitimate norm based on a
legitimate norm
in moral free space
Priority Rules
Marketing Ethics/21
ficult ethical issue they faced. Trevino and Nelson (1995, p. not sitting here damning Young & Rubicam as a horrible,
273) observe that it is the "most frequent source of anxiety corrupt organization. Throughout, there were a lot of very
for American business persons operating abroad." With the honest people connected with this."
increasing importance of global marketing, the U.S. gov-
ernment, lobbied by business, has stepped up efforts to se- Bribery Defined
cure the prohibition of transnational bribery (Nichols 1997). Bribery must be defined carefully to avoid ambiguity, both
The prototypical problem areas with global bribery involve in determining its moral status and in identifying whether a
the marketing function: promotional expenses such as trav- given action constitutes a bribe. Bribery occurs when one
el and entertainment for purchasing agents, hiring of self- person (the briber) provides an inducement to another per-
described marketing agents, customs payments in a channel son (the bribee) that is intended to be in exchange for the
of distribution, exchanges of gifts and entertainment during bribee doing, or not doing, something that would favor the
the negotiation process, and so on. Clearly, commercial briber and be contrary to the bribee's positional duty. One
bribery is one of the most important ethical issues in indication that bribery is a moral concept is evident from its
marketing. definition as a violation of duty. Bribery has been defined
Bribery has been studied empirically in marketing, but more rigorously, as follows (Philips 1984, pp. 625-26):
little attention has been given to a normative evaluation Pis bribed by R if and only if (1) P accepts payment from
(notable exceptions are Fritzsche 1985; Laczniak and Mur- R to act on R's behalf, (2) P's act on R's behalf consists in
phy 1993). In contrast, the ethics of bribery have been ex- violating some rule or understanding constitutive of a
amined thoroughly in the broader fields of business and practice in which P is engaged, and (3) either P's violation
applied ethics. We rely on these analyses to define the con- is a violation of some official duty P has by virtue of his
cept of bribery and provide the conventional moral argu- participation in that practice or P's violation significantly
affects the interests of persons or organizations whose
ments against bribery, as well as justifications advanced in
interests are typically connected to that practice.
its favor. We then show how ISCT can be applied to bribery.
Bribery is a particularly appropriate issue for exploring the Much analysis of bribery focuses on violations of duty
implications of social contract-based analysis, especially by public officials, including activities outside the commer-
bribery in a global context. Our discussion of bribery will cial sphere, such as payments to sway judges in criminal
involve the following two cases: cases. Yet it is apparent from the preceding definitions that
Honda (Jenkins 1996; Miller 1994; Robinson 1997; The bribery may occur within private-sector commercial trans-
Wall Street Journal 1998). During the 1980s and early actions, as in the Honda example. Private-sector commercial
1990s, Honda dealers paid more than $15 million directly to bribery, as generally defined in U.S. legal statutes, consists
Honda executives to get extra allotments of popular Honda of "conferring a benefit on an employee, agent, or fiduciary
and Acura models that typically sold at a premium to the with intent to influence the recipient's conduct in his princi-
pal's affairs" (Noonan 1984, p. 578). In a principal-agent
manufacturer's sticker price. Gifts included shopping sprees
analysis, the bribee violates the trust of his or her principal
in Hong Kong, cash, and checks for children's college tu-
and becomes the agent of another in exchange for payment.
ition. Two dozen Honda dealers and executives were indict-
Accordingly, D'Andrade (1985, p. 239) has referred to
ed, including senior vice presidents and regional managers. bribery as the "alienation of agency."
Two were convicted in court trials, and twenty pled guilty.
At the trial of the two convicted officials, the defense The Moral Status of Bribery: Deontological and
claimed that bribery was an accepted practice at American Consequentiaiist Approaches
Honda and was a way to keep salaries below the industry
norm. Stanley Cardiges, the senior vice president in charge Normative evaluation of bribery could draw on multiple the-
of sales, was the main benefactor of the bribery, receiving ories of moral philosophy. Fritzsche (1985) and Shaw
more than $5 million during a ten-year period when his (1988) use theories of justice. However, the major works on
salary was $125,000. Prosecutors called the case the largest bribery in applied ethics are largely deontological or conse-
commercial bribery case in U.S. history. Subsequently, 1800 quentiaiist. This is not surprising; because of their impor-
dealers sued in a class action, alleging that they were pun- tance, extant frameworks in marketing ethics also rely
ished if they failed to pay exorbitant bribes. Honda ulti- heavily on these theories (Hunt and Vitell 1993).
mately settled the case for $330 million. ^ A deontological approach. From a deontological per-
Young & Rubicam (Hall 1989; Lipman 1990). In 1990, spective, bribery is wrong when it involves an intentional vi-
Young & Rubicam (Y&R) pled guilty to conspiring to vio- olation of a binding moral duty. In such a case, both the
late the Foreign Corrupt Practices Act (FCPA) and paid a briber and the bribee may have engaged in an unethical act.
fine of $500,000. The charges resulted from claims that The action of offering a bribe may be immoral because a
Y&R had made payments to Arnold Foote, a Jamaican busi- person should not entice others to do what is morally wrong
ness executive, who used the money to bribe the Jamaican (Carson 1985), among other reasons. The bribee's moral du-
Minister of Tourism, Eric Abrahams, to win an advertising ty stems from a special obligation that comes with the posi-
account for Jamaican tourism. The resulting contract pro- tion he or she holds; acceptance of a bribe conflicts with the
duced the award-winning advertising campaign "Make it Ja- bribee's binding obligations to a principal and thus would be
maica, Again," featuring the song "Come Back to Jamaica." a violation of a contract or a breach of promise (Carson
In bringing the indictment, the U.S. attorney stated: "I'm 1985; Philips 1984). When the agent is a public official, a
Marketing Ethics / 23
holder wealth, this could be perceived as no more than a mi- cepting the bribes may have believed that the system was
nor reporting peccadillo. The bribe may serve to guarantee not rewarding them adequately, especially given Honda's
that the bribee chooses the "best" supplier for the organiza- marketing success, and that they were entitled to adopt a
tion for which he or she acts. Finally, doing harm to com- mutually beneficial system that provided extra compensa-
petitors may be regarded as business as usual or, at most, as tion. However, not all dealers shared this perspective. In a
one negative consequence in an otherwise entirely positive suit filed against Honda, a former Acura dealer in New
set of consequences. Although we are unlikely to ever know, Hampshire claimed that because he did not cooperate, he
Y&R executives may have engaged in some of this reason- could not obtain the cars he needed and was forced to sell
ing in deciding to allow Foote to bribe Abrahams. In sum- his dealership (Robinson 1997). In the class action, 1800
mary, in a consequentialist analysis, the ethical evaluation dealers sued, charging that the bribery racket was under the
amounts to balancing many potential costs and benefits direction of top company executives. If these protesting
from the perspective of their impact on those affected by the dealers represent a majority of dealers, the acceptability of
payment. Such judgments are plagued by the seemingly in- bribery was not an authentic norm among the entire com-
tractable problems of forecasting and incommensurability. munity of Honda dealers. Therefore, bribery in the Honda
We examine the role of ISCT in responding to these and case is not morally permissible under the first condition. If
other concerns. First, however, we provide a social con- they are not a majority or if the dealers are treated as multi-
tract-based analysis of bribery. ple communities, then nonbribing dealers at least must be
treated as a relevant community in the analysis.
The Moral Status of Bribery in Social Contract In seeking to identify authentic ethical norms, it is es-
Approaches sential to consider all potentially relevant communities.
Therefore, when communities with probribery authentic
As our preceding review of social contract theory indicates,
norms are identified, it is important to take into account oth-
an evaluation of bribery from a basic social contract per-
er relevant communities that might have antibribery norms.
spective would judge it unethical when it is shown to con-
In the Y&R case, there is solid evidence that the broader po-
stitute a fundamental violation of the social contract
litical community in Jamaica condemned the practice of
between business and society. Philips (1984, p. 627) lends
bribery. That the payment was kept secret would appear to
support to this analysis and suggests that the moral obliga-
tions of the bribee stem from a social contract model of or- indicate that the participants were aware of a contrary norm
ganizations: "By accepting a position in an organization ... in the broader community. The strong negative reactions in
one tacitly agrees to abide by the rules of that organization. both the United States and Jamaica when the payments were
To be bribed is to violate that agreement... and is, therefore, disclosed constitute further support for the existence of an
prima facie wrong." Hence, a basic social contract analysis antibribery norm in those communities. Furthermore, the
suggests that bribery is often unethical, at least in the ab- broader communities are the ones that bear the negative
stract. As a particular formulation of social contract theory, costs of the practice and rationally would be expected to
ISCT allows that claim to be made much more strongly in have an antibribery norm.
relation to specific cases of bribery. When all relevant communities and authentic norms
have been identified, it becomes necessary to determine that
Consider how consequentialist and deontological theo-
ries might be applied to the Honda example. Some Honda the norms do not violate a hypernorm and are therefore le-
dealers might have concluded that bribery was a competitive gitimate. We believe that the practice in the Y&R case,
necessity and that, if it was practiced by all dealers, it would which involved a coarse selling of public assets for private
not result in bad (direct) consequences; conceivably, they gain, violates a hypernorm. Bribery is condemned in some
might argue that there would be only good consequences. form throughout the world, as Nichols (1997, p. 324) makes
Furthermore, they might have had difficulty identifying a vi- clear:
olation of duty by the bribees, if the practice was widespread Corruption and bribery cannot be claimed as accepted phe-
and seemingly condoned by Honda. However, ISCT sug- nomena in any culture. These acts are condemned by each
gests a different and potentially more compelling analysis. of the major moral and religious codes. They are criminal-
ized by every country. And they are universally despised,
Bribery would be morally permissible under ISCT if all particularly by those who endure corrupt governments.
of the following conditions hold: First, the acceptability of
bribery is an authentic norm of the communities involved, This claim supports the idea of a convergence of opinion
that is, a norm held by a majority of community members. and wisdom to the effect that coarse public-sector bribery is
Second, the norms of all relevant communities have been condemned by a hypernorm. The concept of a hypernorm is
considered. Third, the acceptability of bribery is a legitimate central to the application of ISCT. It serves as a constraint
norm; that is, it does not violate a hypernorm. Fourth and fi- on the moral free space of communities while providing a
nally, any conflict among communities' norms is resolved source of guidance for ethicists and business decision mak-
by the priority rules in favor of the communities sustaining ers. The small set of hypernorms believed to exist as part of
the acceptability of bribery. We analyze the Honda and Y&R the assumptions of the macrosocial contract is universally
cases following this procedure. applicable to all cultures and business functions. In that
In the Honda case, it is possible that the acceptability of sense, there are not marketing hypernorms or U.S. hyper-
bribery as a means of allocating new cars was an authentic norms, per se. But there may be hypernorms that are espe-
norm of the Honda marketing managers and a subset of the cially relevant to a particular business function, such as
dealers. The bribing dealers and the marketing managers ac- marketing.
Marketing Ethics / 25
Grease payments and legitimate commissions. A firm corporate boxes at sports stadiums, special golf outings, and
may make small payments to induce public officials to car- meals at fancy restaurants. Yet, in spite of what appears to
ry out their official and nondiscretionary duties, often re- be a strongly entrenched practice, there is some evicience of
ferred to as a "facilitating" or "grease" payment. Although a countertrend. American businesses seem increasingly to
the action may have been carried out more expeditiously, it be questioning the role of gifts and entertainment in con-
does not confer a substantial advantage on the party making ducting business (Priest 1998). From an ISCT perspective,
the payment. Similarly, a firm may provide bona fide com- the norms of gift giving and entertainment in U.S. business
pensation to a middleman to promote or demonstrate its are changing. General Motors, for example, recently intro-
products and services. Both types of payment may be legal duced a policy that forbids its employees from accepting
under the FCPA. The FCPA expressly recognizes that there free meals, hockey tickets, golf outings, or most other gifts
may be small payments made to obtain permits or licenses from vendors (Sedgwick 1996). Vendors complained that
to do business, get mail or telephone service, process visas, the new policy restricted the scope for building the social re-
or get cargo loaded (particularly for perishable products). lationships necessary for good business relationships. Gen-
But judgment is required. What types of payments can be eral Motor's concern, however, is that their gifts and
justified as facilitating payments? Or, what happens when entertainment were tantamount to bribery.
the marketing intermediary (or joint venture partner) uses Those who provide such largess are on the horns of a
part of the "commission" to pay a large bribe to a public of- dilemma. If they believe that hosting buyers in corporate
ficial, as in the Y&R case? Sometimes, it is difficult to know boxes makes no difference in the buyer's behavior, as some-
where the payment is actually going and, thus, whether it is times is claimed, then how can they justify the expenditures
legitimate (Kaikati and Label 1980). The law seeks to deter- to their shareholders? If they are spending the money and
mine whether there is an awareness of a high probability of getting nothing in return, the shareholders would appear to
the existence of a prohibited circumstance. Principles such have a legitimate complaint that corporate assets are being
as "willful blindness" and "conscious disregard" are used to squandered. If, conversely, gifts and entertainment are in ex-
prohibit a firm from purposely establishing opaque informa- change for preferential treatment, then providing them may
tion channels and thereby being able to deny knowledge of be considered an act of bribery. Priest's (1998, p. 6) advice
wrongdoing. Although in some circumstances it may be dif- is to "build strong business relationships but don't be cor-
ficult to account for the size or recipients of such payments, rupted by them."
purposeful ignorance is not a permissible justification for If the practice is consistent with background norms that
bribery. provide the ground rules, as it were, for proper gift giving in
The ethical issue of when a payment may be proper runs business transactions, it may be acceptable under ISCT. The
norms specify the boundaries for acceptable social lubrica-
parallel to this legal approach. The critical distinction is the
tion while also providing markers of what is excessive and
nature of the official function purchased and whether it in-
out of bounds. The norms vary in their details over time and
volves a violation of duty by the official (Nichols 1997;
among industries. Perhaps in recognition of this phenome-
Philips 1984). However, companies often overlook this non, many companies have policies on accepting gifts that
rather fine distinction. For example, when Gulf Oil Corpo- appear vague, because they ask employees simply to "exer-
ration was attempting to expand its distribution in Italy, it cise good judgment." This may be interpreted as instructing
made off-the-book payments to government officials to se- employees to rely on their knowledge of industry norms and
cure the permits it needed to open new service stations. Gulf practices. Other companies have strict, often monetary, lim-
officials characterized these payments as "tipping" (Noonan its on what may be received. Although such policies may re-
1984, p. 639). duce the appearance of bribery, they also may be at odds
Thus, an ISCT-based analysis recognizes that the social with well-understood norms of acceptable behavior. When
contract in some communities defines these payments as ac- this occurs, the overly restrictive norms are not likely to be
ceptable bribery or, perhaps, not even as bribery at all. The well received by either vendors or companies' own
firm is responsible f^or knowing the relevant norms in the employees.
specific community in question and, more important, in tbe Gift giving and entertainment, particularly in the context
broader communities influenced by the decision. Such of business-to-business exchanges, may be analyzed for-
knowledge would enable firms to respond appropriately and mally using ISCT. Consider the trend whereby companies
avoid mistakes such as Gulf's. increasingly are sending out "no presents" letters during the
Gift giving and entertainment. Relationships constitute December holidays. Absent evidence of close personal
an important foundation for business. This fundamental fact friendship, gifts (and entertainment) in excess of industry
is recognized explicitly in the marketing function through norms are indicative of bribery. These letters specify com-
relationship marketing and selling. In many cultures, norms pany policy regarding what its employees may receive as
pertaining to proper behavior among people in all walks of gifts and ask that suppliers observe these rules. This can re-
life often specify the giving of gifts and providing of enter- sult in a classic conflicts-of-norms situation. One firm, an
tainment in appropriate circumstances. However, bribes al- aggressive marketer, uses gifts and entertainment to build
so can take the form of gifts and entertainment. relationships. The firm sending the letter, however, seeks to
The United States has a long tradition of gifts and enter- limit the pernicious effect gifts may have on its purchasing
tainment in business relationships. A large industry exists agents. Although duties might otherwise be unclear and con-
that encompasses well-known practices such as parties in sequences difficult to parse out, ISCT approaches the con-
Marketing Ethics / 27
paying competitor. The justification often is tied to a conse- noir of moral philosophy. In the field of business ethics, it is
quentialist analysis, with the briber arguing that payment attacked as illogical and self-defeating; relativism "repre-
preserves jobs, increases profits, and produces future busi- sents an admission that our human reason can no longer be
ness opportunities. It also may be akin to the extortion argu- useful ... that we must engage in ... deception, physical co-
ment, because the bribee's threat of lost business may be ercion, even war, rather than try to do the admittedly diffi-
regarded as a form of economic coercion. In that context, cult job of resolving conflicting moral viewpoints"
the justification offered by a deontological analysis would (Freeman and Gilbert 1988, p. 39). In spite of this, some the-
ije that the briber lacked intent because of the overcoming of orists of marketing ethics have explicitly (Robin and Rei-
free will by the economic threat. The consequentialist argu- denbach 1993) or implicitly (Thompson 1995) advocated a
form of relativism as an effective approach to problems of
ment has been recognized implicitly in the broad claim that
U.S. companies are at a competitive disadvantage because marketing ethics. Fear of being branded a relativist may re-
of their inability to make payments due to the FCPA. How- sult in the downplaying of the role of community, organiza-
ever, evidence for this is mixed (The Economist 1988; tional, and professional norms. Yet, as recognized in most of
Kaikati and Label 1980; Nichols 1997; Pastin and Hooker the descriptive approaches to marketing ethics (e.g.. Hunt
1988). and Vitell 1986, 1993), background norms are important in
- The moral justification for a payment due to competitive making normative judgments about marketing practices.
disadvantage must depend in part on the extent of the harm Appropriately, ISCT invokes the use of a traditional, accept-
threatened. Competitive disadvantage is likely to be less sig- ed philosophical methodology (social contracts) to legiti-
nificant when it pertains to a threat to future business mate giving significant weight to authentic norms of
prospects, in contrast with a direct threat to existing and sub- marketing ethics. The ultimate impact of ISCT is to provide
stantial capital investment. Whether competitors are likely a middle ground in which marketing norms may be given
to make payments to obtain the business also should be a weight, yet are checked by hypernorms and the occasional
factor. In the JCPenney case discussed previously, prosecu- priority of other communities.
tors discovered that other vendors had rejected requests for ISCT provides a formal definition for authentic norms
payment and not suffered, contrary to the extortion claim. In and relevant communities that are often important compo-
the Honda case, there is evidence of harm resulting to deal- nents in marketing ethics frameworks. Many of the extant
ers who chose not to make payoffs. marketing ethics f^rameworks are designed to explain indi-
Competitive disadvantage is less likely to justify bribery vidual decision making (see Table 1). They are thus subject
under ISCT. Only if authentic ethical norms support such to the individuals' own preferences regarding the choice of
payments and, even then, no hypernorms are violated can moral reasoning and the recognition of others' interests.
ISCT be used to support such a payment. Furthermore, there This would seem to allow for an egoist to make successful
may be contrary norms in other communities, which also use of the model. One response to a concern about potential
would not allow the briber to use competitive disadvantage egoism is to recognize a leavening role for social norms.
as an argument in support of payments. Thompson (1995) recognizes them as a source of cultural
meanings, Mascarenhas (1995) as the source of standards
for fault or accountability, and Hunt and Vitell (1986) as a
Implications of ISCT for Marketing source of duties. Sparks and Hunt (1998) identify awareness
Ethics of norms as an influence on ethical sensitivity. In ISCT,
recognition of the role of norms is extended by specifying
A social contract perspective on marketing ethics, especial-
the sources of norms and the processes by which norms are
ly within the framework provided by ISCT, would appear to
to be identified for normative analysis.
offer considerable insight on the issue of bribery, going be-
yond that provided by extant approaches. In this section, we ISCT encourages decision makers to consider the norms
illustrate ISCT's broader potential and consider its implica- of all relevant communities and thus ensures a broad con-
tions for managers and researchers by examining it in rela- sideration of stakeholder interests. In addition to the eight
tion to other normative frameworks and noting its particular tests in their framework for ethical reasoning, Laczniak and
applicability to marketing. We then conclude this section by Murphy (1993, p. 51) add stakeholders, recognizing that
Identifying opportunities that ISCT provides to researchers "weighing the concerns of multiple stakeholder groups ...
in marketing ethics and by showing how marketing research becomes the essence of appropriate ethical decision-making
techniques may facilitate application of ISCT. ... [and] the root of the complexity of such decision-
making." In its emphasis on the norms of relevant commu-
I$CT Compared with Extant Normative nities, ISCT provides a systematic method to encourage
frameworks decision makers to make sure they have considered all pos-
sible communities that may have a significant interest in a
We first study how ISCT supplements, complements, or oth- decision. Sparks and Hunt (1998) find that ethical sensitivi-
irwise informs the existing models of marketing ethics. ty, which involves the ability to recognize and ascribe im-
What are the general merits of an ISCT-based analysis, rel- portance to an ethical issue, is learned. Their results indicate
ative to extant approaches? that ethical sensitivity of marketing researchers may be in-
ISCT provides normative legitimizationfor the relevance fluenced more by organizational than by professional
of community and professional norms. Relativism is the bete norms. They suggest that this may be due in part to the
The theoretical congruence of ISCT as a framework for Managerial attractiveness—that ISCT will be found in-
examining exchange relationships. We noted previously that tellectually comfortable for many educated, reflective mar-
the exchange concept is fundamental to marketing and so- keting practitioners. The limitations of a strict use of
cial contract theory and, thus, that contractarian approaches utilitarianism or any one of the other basic models probably
appear particularly appropriate for ethical reasoning in mar- have led to the focus by marketing ethics researchers on
keting. By bringing clearer focus to the ethical ambiguities composite models as they have sought realistic, pragmatic
associated with exchange, ISCT sharpens these advantages. approaches. The basic notions of ISCT—community-
• Exchange occurs between parties who are each simultane- specific, authentic norms that are acceptable if they fit with
ously members of multiple communities. Each party draws a small set of hypernorms and do not conflict with norms of
the norms that guide his or her beliefs, attitudes, and behav- other significant communities—would seem to provide lati-
1 iors from a relevant set of communities. Moreover, the ex- tude for professionalism, coupled with realistic checks and
change transaction itself occurs in an environment that is balances that should be appealing to marketing managers.
Marketing Ethics/29
Implications for Researchers Research to advance ISCT. Research on the more diffi-
cult ethical issues in marketing, possibly augmented by the
Given the foregoing implications, we believe that ISCT pro-
application of marketing research techniques, represents
vides marketing researchers with greater scope for making
one set of directions for further research. In addition, there
normative contributions to marketing ethics literature by
is scope to develop ISCT further. In relation to hypernorms,
evaluating some of the more troubling ethical issues in mar-
the application of ISCT would benefit from a more defini-
keting, such as privacy obligations in the cross-marketing of
tive set. This is no small task. A starting point might be to
financial services, conflicting goals in the marketing of for-
identify hypernorms that are especially relevant to particu-
profit health care, intersegment differences in the acceptable
lar business functions, such as marketing. We suggest pos-
level of product safety (especially across different country
sible marketing-relevant hypernorms in the hope that others
markets), conflicts of interest in personal selling, the ac-
will extend and, where necessary, modify our list. We base
ceptability of puffery in advertising, and fairness in pricing.
our suggestions on the assumption that they reflect a suffi-
We show how empirical research may be critical to an ISCT-
cient convergence of thought and opinion to satisfy the def-
based analysis of some of these issues. We then conclude
inition of hypernorm used in ISCT.
this section by identifying directions for further research
that may advance ISCT. •People should be treated with dignity and respect in all mar-
keting transactions.
Marketing research techniques may facilitate the appli-
•Promises should be kept.
cation of ISCT. In ISCT, reliance is placed on actual com-
munity norms. This attribute imposes a prerequisite for the •Deception of any sort in marketing transactions or marketing
research is wrong unless a substantial justification convinc-
successful application of ISCT: accurate information re-
ing to the membership of all relevant communities is possi-
garding community norms or adequate proxies from which
ble.
to infer those norms. Several marketing research techniques,
•Property rights, including intellectual property, consistent
particularly those associated with ascertaining a person's witii widespread views of the nature of property should be re-
brand or store loyalty, can be applied to this problem. Broad- spected.
ly, these divide into three classes of techniques: (1) direct in- •Bribery of officials who exchange substantial public sector
quiry, for example, techniques based on Fishbein and assets for personal gain is wrong.
Ajzen's (1975) work; (2) indirect inquiry, for example, con-
joint analysis-based techniques (Green and Wind 1975); or Norms represent another area of research that could ad-
(3) measurement of behavior. The first type is subject to vance ISCT. More specifically, what are the antecedents of
self-presentation issues, making the latter two classes more authentic and legitimate norms in a community? How trans-
attractive (though both are more complicated to administer). ferable are norms? How easy is it for firms or professional
In particular, some conjoint analysis-based techniques have associations to impose norms on new members?
the distinct advantage of being derived from preferences for
complete scenarios rather than directly elicited. As such,
they are less susceptible to biases of both self-presentation
Conclusion
and self-deception. And for deeper probing of community In this article, we have explored the real potential that social
norms and the basis for those norms, other techniques, such contract theory in general and ISCT in particular has for the
as focus groups, might make a real contribution. Thus, well- field of marketing ethics. We view them as complementing
established marketing research techniques are available to and strengthening the existing frameworks and constructs
assist with the identification of authentic norms in defined for marketing ethics. To recapitulate, ISCT has several sig-
communities. nificant theoretical advantages. First, it provides a core set
This suggests a different approach to marketing ethics of principles—hypernorms—that may be used to specify the
research, one that would be norm-focused rather than issue- line of the moral minimum that no marketing practitioner
focused. Studies could be conducted on the authenticity and should ever cross. Second, it explicitly recognizes differ-
legitimacy of norms espoused by marketing communities. ences across communities and the conflict that differing
For example, is there substantial agreement among sales- community-based norms engender and develops a process
people in particular industries that denigration of a competi- for resolving that conflict. Third, it offers a process for de-
tor's product is acceptable conduct? termining the appropriateness, that is, the authenticity and
Yet one of the challenging issues in applying ISCT is legitimacy, of a community-based nonn. Fourth, ISCT pro-
defining the boundaries of a community. Market segmenta- vides a legitimating theoretical foundation for much of the
tion techniques, such as cluster or discriminant analysis, and emphasis on norms, attitudes, beliefs, and cultural meanings
dimensional reduction techniques can be used to ascertain in the field of marketing ethics.
community membership and the parameters that actually de- We have suggested a symbiotic relationship between
fine membership. More qualitative methodologies, such as ISCT and marketing, such that ISCT complements frame-
those associated with subcultural and reference group deter- works for ethical decision making in marketing and pro-
mination, also could prove useful. Thus, in a sense, there is vides greater clarity regarding judgments about some of the
a symbiotic connection between ISCT and marketing. difficult issues in marketing ethics, such as bribery. At the
Whereas ISCT provides a useful ethical framework for mar- same time, marketing research, perhaps more than any oth-
keting, marketing provides the empirical techniques neces- er field, offers techniques that can enable ISCT to be effec-
sary to use ISCT at its best. tively and efficiently applied.
Marketing Ethics / 31
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