IDEAS home Printed from https://ideas.repec.org/a/ibf/gjbres/v5y2011i1p85-100.html
   My bibliography  Save this article

Do Female Consumers Have Higher Ethical Perceptions Of Marketing?

Author

Listed:
  • Robert D. Green
  • Ghensy Antoine

Abstract

Studies have found either females being more ethical than males or no significant differences. Ethical evaluations and judgments lead to intentions, and behavior. Furthermore, marketing activities create positive, e.g., ethical, or negative, e.g., unethical, perceptions of firms’ market offerings. The purpose is to make an initial study of consumers’ ethical perceptions of firms’ marketing strategy and to clarify prior findings of these somewhat inconsistent results of gender differences toward marketing ethics. Two propositions are presented with each under different cues and intensiveness levels. The conclusion is that under certain conditions – it depends – there are differences between male and female consumers’ ethical perception of firms’ marketing strategy.

Suggested Citation

  • Robert D. Green & Ghensy Antoine, 2011. "Do Female Consumers Have Higher Ethical Perceptions Of Marketing?," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 5(1), pages 85-100.
    • Handle: RePEc:ibf:gjbres:v:5:y:2011:i:1:p:85-100
    as

    Download full text from publisher

    File URL: http://www.theibfr2.com/RePEc/ibf/gjbres/gjbr-v5n1-2011/GJBR-V5N1-2011-8.pdf
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Meyers-Levy, Joan & Maheswaran, Durairaj, 1991. "Exploring Differences in Males' and Females' Processing Strategies," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(1), pages 63-70, June.
    2. Hui-Chu Chen & Robert D. Green, 2009. "Marketing Mix And Branding: Competitive Hypermarket Strategies," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 2(1), pages 17-34.
    3. Petty, Richard E & Cacioppo, John T & Schumann, David, 1983. "Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 10(2), pages 135-146, September.
    4. Robert D. Green & Hui-Chu Chen, 2010. "Spousal Purchasing Behavior As An Influence On Brand Equity," International Journal of Management and Marketing Research, The Institute for Business and Finance Research, vol. 3(2), pages 1-17.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Pranav Kumar & Sany Sanuri Mohd. Mokhtar, 2016. "Ethical Marketing Practices viewed through Consumer Spectacles," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 28(1), pages 29-45.
    2. Pranav KUMAR & Sany Sanuri Mohd. MOKHTAR, 2017. "Female Shoppers’ Outlook Of Firms’ Fairness In Marketing Communications And Distribution Channels," Management and Marketing Journal, University of Craiova, Faculty of Economics and Business Administration, vol. 0(1), pages 40-60, May.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Hsin Hsin Chang & Mohamad Rizal Bin Abdul Hamid, 2010. "An Empirical Investigation Of Internet Banking In Taiwan," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 4(2), pages 39-47.
    2. Richard, Marie-Odile & Chebat, Jean-Charles & Yang, Zhiyong & Putrevu, Sanjay, 2010. "A proposed model of online consumer behavior: Assessing the role of gender," Journal of Business Research, Elsevier, vol. 63(9-10), pages 926-934, September.
    3. Puccinelli, Nancy M. & Chandrashekaran, Rajesh & Grewal, Dhruv & Suri, Rajneesh, 2013. "Are Men Seduced by Red? The Effect of Red Versus Black Prices on Price Perceptions," Journal of Retailing, Elsevier, vol. 89(2), pages 115-125.
    4. Natalie Bragança Düsenberg & Victor Manoel Cunha de Almeida & João Guilherme Barbosa de Amorim, 2016. "The Influence of Sports Celebrity Credibility on Purchase Intention: The Moderating Effect of Gender and Consumer Sports-Involvement," Brazilian Business Review, Fucape Business School, vol. 13(Special I), pages 1-21, November.
    5. Rozier-Rich, Samantha & Santos, Carla Almeida, 2011. "Processing promotional travel narratives," Tourism Management, Elsevier, vol. 32(2), pages 394-405.
    6. Del Barrio-García, Salvador & Kamakura, Wagner A. & Luque-Martínez, Teodoro, 2019. "A Longitudinal Cross-product Analysis of Media-budget Allocations: How Economic and Technological Disruptions Affected Media Choices Across Industries," Journal of Interactive Marketing, Elsevier, vol. 45(C), pages 1-15.
    7. Kareklas, Ioannis & Muehling, Darrel D. & King, Skyler, 2019. "The effect of color and self-view priming in persuasive communications," Journal of Business Research, Elsevier, vol. 98(C), pages 33-49.
    8. Stallen, Mirre & Smidts, Ale & Rijpkema, Mark & Smit, Gitty & Klucharev, Vasily & Fernández, Guillén, 2010. "Celebrities and shoes on the female brain: The neural correlates of product evaluation in the context of fame," Journal of Economic Psychology, Elsevier, vol. 31(5), pages 802-811, October.
    9. O'Cass, A., 2000. "An assessment of consumers product, purchase decision, advertising and consumption involvement in fashion clothing," Journal of Economic Psychology, Elsevier, vol. 21(5), pages 545-576, October.
    10. Funk, Daniel C. & Haugtvedt, Curtis P. & Howard, Dennis R., 2000. "Contemporary Attitude Theory in Sport: Theoretical Considerations and Implications," Sport Management Review, Elsevier, vol. 3(2), pages 125-144, November.
    11. Jakina Debnam, 2017. "Selection Effects and Heterogeneous Demand Responses to the Berkeley Soda Tax Vote," American Journal of Agricultural Economics, Agricultural and Applied Economics Association, vol. 99(5), pages 1172-1187.
    12. Li, Hui & Xu, Yunjie & Huang, Lihua, 2021. "When less is more? The contingent effect of product supply limitation in the release of new electronic products," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    13. Christophe Bezes, 2011. "Types de risques perçus et réducteurs de risques dans le commerce électronique : le cas du site Fnac.com," Post-Print hal-02086726, HAL.
    14. repec:mgs:iojome:v:2:y:2022:i:1:p:32-43 is not listed on IDEAS
    15. Dong Hoo Kim & Doori Song, 2019. "Can brand experience shorten consumers’ psychological distance toward the brand? The effect of brand experience on consumers’ construal level," Journal of Brand Management, Palgrave Macmillan, vol. 26(3), pages 255-267, May.
    16. Hsu, Chia-Lin & Chang, Chi-Ya & Yansritakul, Chutinart, 2017. "Exploring purchase intention of green skincare products using the theory of planned behavior: Testing the moderating effects of country of origin and price sensitivity," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 145-152.
    17. Nathan Klaus & Ainsworth Anthony Bailey, 2008. "Celebrity Endorsements: An Examination of Gender and Consumers’ Attitudes," American Journal of Business, Emerald Group Publishing, vol. 23(2), pages 53-61.
    18. Sun-Young Park, 2017. "Celebrity Endorsement for Nonprofit Organizations: The Role of Experience-based Fit between Celebrity and Cause," International Business Research, Canadian Center of Science and Education, vol. 10(1), pages 8-21, January.
    19. Naixin Zhu, 2023. "Dissertation on Applied Microeconomics of Freemium Pricing Strategies in Mobile App Market," Papers 2305.09479, arXiv.org.
    20. David Silvera & FRANK R. KARDES & BRUCE E. PFEIFFER & ASHLEY R. ARSENA & R. JUSTIN GOSS, 2013. "Getting consumers to generate their own ad content: The impact of imagine instructions on persuasion," Working Papers 0202mkt, College of Business, University of Texas at San Antonio.
    21. Tobias Effertz & Marie-Kristin Franke & Thorsten Teichert, 2014. "Adolescents’ Assessments of Advertisements for Unhealthy Food: an Example of Warning Labels for Soft Drinks," Journal of Consumer Policy, Springer, vol. 37(2), pages 279-299, June.

    More about this item

    Keywords

    Consumer behavior; ethical perceptions of marketing; gender differences of ethics;
    All these keywords.

    JEL classification:

    • D11 - Microeconomics - - Household Behavior - - - Consumer Economics: Theory
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:ibf:gjbres:v:5:y:2011:i:1:p:85-100. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Mercedes Jalbert (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.