The clear conscience of the controversial sector marketer: a neutralization theory approach

Les marketers des secteurs controversés face à leur conscience: une approche par la théorie des neutralisations

Anne Sachet-Milliat (), Loréa Baïada-Hirèche () and Bénédicte Bourcier-Bequaert ()
Additional contact information
Anne Sachet-Milliat: ISC Paris - Institut Supérieur du Commerce de Paris
Loréa Baïada-Hirèche: IMT-BS - MMS - Département Management, Marketing et Stratégie - TEM - Télécom Ecole de Management - IMT - Institut Mines-Télécom [Paris] - IMT-BS - Institut Mines-Télécom Business School - IMT - Institut Mines-Télécom [Paris], LITEM - Laboratoire en Innovation, Technologies, Economie et Management (EA 7363) - UEVE - Université d'Évry-Val-d'Essonne - TEM - Télécom Ecole de Management, DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique
Bénédicte Bourcier-Bequaert: IPAG Business School

Post-Print from HAL

Abstract: The aim of this paper is to study neutralization techniques used by marketing practitioners to justify unethical pro-organizational behavior. We analyze the narratives of 17 practitioners in two controversial sectors (alcohol and tobacco). Three sets of arguments are used: moralization of professional activity through the virtuous organization, denial of responsibility due to over-restrictive legislation, and economic rationalization.

Keywords: Neutralization; Marketing; Alcohol; Controversial sectors; Narratives; Unethical pro-organizational behavior; Ethics; Tobacco (search for similar items in EconPapers)
Date: 2017-09-01
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Published in Recherche et Applications en Marketing (English Edition), 2017, 32 (3), pp.28-48. ⟨10.1177/2051570717706828⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

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:hal:journl:hal-02552384

DOI: 10.1177/2051570717706828

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().