Ethics and the Typology of Customer Valuel

N. Craig Smith ()
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N. Craig Smith: Georgetown University School of Business

Working Papers from Georgetown School of Business

Abstract: The typology of customer value (Holbrook 1994a, 1994b) posits that ethics (including justice, virtue, and morality) is one of eight kinds of value that may be obtained in the consumption experience. This paper examines ethics as a customer value and its relationship to the other of types customer value and to the framework as a whole. The merits of the typology of customer value are highlighted and the role of ethics within the framework carefully delineated. In particular, the distinction is made between consumption experiences that have entirely altruistic motivations and those experiences that, in addition, have a less selfless aspect. Illustrations of ethics as a customer value are provided, including the consumption of charity services and participation in consumer boycotts. Suggestions are made for research that may benefit from the integration provided by the framework.

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