Research indicates that the perception of ethical behavior is in the eye of the beholder, influenced by both the personal (e.g., demographics, moral philosophies) and situational variables (e.g., who is harmed and who is at fault), and recently the moral issue itself. Historically, most marketing ethics research has focused solely on managerial evaluations, while limited investigations have examined consumers’ ethical judgments. Whalen, Pitts, and Wong (1991) stress that consumers’ judgments of unethical behavior do have an impact on the marketplace. It must be noted that when consumers face an unethical marketing situation or information about an unethical event, consumers’ evaluations are not solely based on the information but are bound by the situation as well (Barnett and Karson 1987). The purpose of this research is to examine how consumers’ commitment to a company impacts their ethical judgments of that corporation's marketing behavior.
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- Customer Organizational Commitment’s Impact on Consumers’ Ethical Judgments