Exploring Perceptions of Advertising Ethics: An Informant-Derived Approach

Haseeb Ahmed Shabbir (), Hala Maalouf (), Michele Griessmair (), Nazan Colmekcioglu () and Pervaiz Akhtar ()
Additional contact information
Haseeb Ahmed Shabbir: University of Hull
Hala Maalouf: Strategy&, part of the PwC network
Michele Griessmair: University of Vienna
Nazan Colmekcioglu: Nottingham Trent University
Pervaiz Akhtar: University of Hull

Journal of Business Ethics, 2019, vol. 159, issue 3, No 8, 727-744

Abstract: Abstract Whilst considerable research exists on determining consumer responses to pre-determined statements within numerous ad ethics contexts, our understanding of consumer thoughts regarding ad ethics in general remains lacking. The purpose of our study therefore is to provide a first illustration of an emic and informant-based derivation of perceived ad ethics. The authors use multi-dimensional scaling as an approach enabling the emic, or locally derived deconstruction of perceived ad ethics. Given recent calls to develop our understanding of ad ethics in different cultural contexts, and in particular within the Middle East and North Africa (MENA) region, we use Lebanon—the most ethically charged advertising environment within MENA—as an illustrative context for our study. Results confirm the multi-faceted and pluralistic nature of ad ethics as comprising a number of dimensional themes already salient in the existing literature but in addition, we also find evidence for a bipolar relationship between individual themes. The specific pattern of inductively derived relationships is culturally bound. Implications of the findings are discussed, followed by limitations of the study and recommendations for further research.

Keywords: Ethics; Advertising; Emic-etic; Multi-dimensional scaling; Lebanon (search for similar items in EconPapers)
Date: 2019
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://link.springer.com/10.1007/s10551-018-3784-7 Abstract (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:kap:jbuset:v:159:y:2019:i:3:d:10.1007_s10551-018-3784-7

Ordering information: This journal article can be ordered from
http://www.springer. ... cs/journal/10551/PS2

DOI: 10.1007/s10551-018-3784-7

Access Statistics for this article

Journal of Business Ethics is currently edited by Michelle Greenwood and R. Edward Freeman

More articles in Journal of Business Ethics from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().