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Exploring Perceptions of Advertising Ethics: An Informant-Derived Approach

Author

Listed:
  • 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)

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.

Suggested Citation

  • Haseeb Ahmed Shabbir & Hala Maalouf & Michele Griessmair & Nazan Colmekcioglu & Pervaiz Akhtar, 2019. "Exploring Perceptions of Advertising Ethics: An Informant-Derived Approach," Journal of Business Ethics, Springer, vol. 159(3), pages 727-744, October.
    • Handle: RePEc:kap:jbuset:v:159:y:2019:i:3:d:10.1007_s10551-018-3784-7
    DOI: 10.1007/s10551-018-3784-7
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    2. Nunan, Daniel & Di Domenico, MariaLaura, 2022. "Value creation in an algorithmic world: Towards an ethics of dynamic pricing," Journal of Business Research, Elsevier, vol. 150(C), pages 451-460.

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