Document Type

Conference Proceeding

Conference Track

Service Marketing/ Non-Profit Marketing/ Ethics

Publication Date



A sample of 815 adults drawn from the general American population provided their perception of the appropriateness of 12 questionable consumer actions in the marketplace. The scenarios investigated ranged from illegal actions such as inflating one’s losses when filing an insurance claim to actions that while not illegal, may raise questions of ethics. The 12 scenarios exhibited a wide range of mean responses on the six-point scale thereby supporting an often stated premise that consumer ethics is situational in nature. An array of commonly employed demographic questions was also included on the Internet-based survey, and differences of opinion were documented across the various demographic segments.

About the Authors

Sam Fullerton is a Professor of Marketing at Eastern Michigan University. His doctorate was awarded by Michigan State University. His research on sports marketing, sponsorship, business ethics, consumer ethics, and marketing education has appeared in numerous journals and has been presented at conferences across the world. The second edition of his text, Sports Marketing, was recently released by McGraw-Hill/Irwin. He has been active with AMTP since its initial conference in Hilton Head in 1992.

Larry Neale is on the faculty at Queensland University of Technology in Brisbane, Australia. His doctorate was awarded by the University of Western Australia. His research on aberrant consumer behaviour, ritualistic sports fan behaviour, business ethics, and cross-cultural comparisons has been published in numerous journals and presented at conferences in a number of countries.

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