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L'éthique en ethnomarketing : de la juridictionnalisation des recherches à une morale incarnée

Author

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  • Philippe Robert-Demontrond

    (CREM - Centre de recherche en économie et management - UNICAEN - Université de Caen Normandie - NU - Normandie Université - UR - Université de Rennes - CNRS - Centre National de la Recherche Scientifique)

  • Amélie Bellion

    (LIRIS - Laboratoire interdisciplinaire de recherche en innovations sociétales - UR2 - Université de Rennes 2)

Abstract

field, this article underlines the inconsistencies of the actual formal ethics regulation model (inherited from the jurisdictionalization movement of human and society sciences research) which is impossible to adapt to the specificities of the ethnographic method. The perspective of Merleau-Ponty's works allows us to propose another approach, which is embodied, puts the body and the unexpected back into the realization and the ethical evaluation of researches. Several illustrations highlight some unthoughts in the actual ethical reflection which imply, for the researcher, accommodations that, precisely, raise ethical questions still unresolved by actual codes

Suggested Citation

  • Philippe Robert-Demontrond & Amélie Bellion, 2016. "L'éthique en ethnomarketing : de la juridictionnalisation des recherches à une morale incarnée," Post-Print hal-01865104, HAL.
    • Handle: RePEc:hal:journl:hal-01865104
    Note: View the original document on HAL open archive server: https://hal.science/hal-01865104
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    References listed on IDEAS

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    Keywords

    Ethics; market-oriented ethnography; intuitive ethics; embodied ethics; Éthique; ethnomarketing; Merleau-Ponty; éthique intuitive; éthique incarnée.;
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