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The Effects of Priming on Business Ethical Perceptions: A Comparison Between Two Cultures

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  • John Tsalikis

Abstract

The present study examines the effect of priming on business ethical decision making. Priming is based on the idea that our perceptions, actions, and emotions are distorted by unconscious cues from our environment. Subjects were primed for either “politeness” or “rudeness” using a sentence completion task. Following the priming, the subjects were asked to react to a series of ethical scenarios. The results showed that subjects primed for “rudeness” perceived the scenarios as less unethical than subjects primed for “politeness”. Similar results were observed in both the American and the Dominican samples. The results indicate that business ethical decision making is influenced by environmental factors we are unaware off. Copyright Springer Science+Business Media Dordrecht 2015

Suggested Citation

  • John Tsalikis, 2015. "The Effects of Priming on Business Ethical Perceptions: A Comparison Between Two Cultures," Journal of Business Ethics, Springer, vol. 131(3), pages 567-575, October.
    • Handle: RePEc:kap:jbuset:v:131:y:2015:i:3:p:567-575
    DOI: 10.1007/s10551-014-2243-3
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    References listed on IDEAS

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    1. Juliano Laran, 2010. "Goal Management in Sequential Choices: Consumer Choices for Others Are More Indulgent than Personal Choices," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(2), pages 304-314, August.
    2. Juliano Laran & Amy N. Dalton & Eduardo B. Andrade, 2011. "The Curious Case of Behavioral Backlash: Why Brands Produce Priming Effects and Slogans Produce Reverse Priming Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 37(6), pages 999-1014.
    3. Pechmann, Cornelia & Knight, Susan J, 2002. "An Experimental Investigation of the Joint Effects of Advertising and Peers on Adolescents' Beliefs and Intentions about Cigarette Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(1), pages 5-19, June.
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    Cited by:

    1. Daphne Sobolev & Niklas Voege, 2020. "Consumer Judgment of Morally-Questionable Behaviors: The Relationship Between Ethical and Legal Judgments," Journal of Business Ethics, Springer, vol. 165(1), pages 145-160, August.

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