MARKETING & DISCLOSURE OF INFORMATION ANDREA GILS, ASHLYN FORE, KARLEY MCDANIEL
MARKETING ETHICS - KEY CONCEPTS
Freedom of Choice (autonomy-based problem)
Knowledge (harm-based problem)
MARKETER
CONSUMER Trust
Information Disclosure in Sales Salespeople Effect
of commissions
Advertising & Behavior Control
What’s deceptive or misleading advertising?
Influence with:
skin, sex appeal, tension
http://www.stopcorporateabuse.org/news/marlboro-marketing-campaignaimed-young-people-anti-tobacco-report-says
http://www.deviantart.com/art/Cognac-Hennessy-133706875
Bluffing & Disclosure
MANIPULATION: Modify a person’s sense of options by affecting the person’s understanding of the situation
Colgate
https://www.youtube.com/watch?v=Ke5AZpTg6ck
All-Bran
DECEPTION Like bluffing, a tool used by the manipulator It affects person’s perception of options, not actual options
Experts
http://skipthepie.org/breakfast-cereals/cereals-ready-to-eat-kellogg-kellogg-s-all-bran-original/
Marketing & The Vulnerable ď ľ
What’s vulnerability? Susceptibility to harm others
Information Disclosure in Sales - Holley
ď ľ
Rules of Disclosure
Minimal Information Rule
Modified Minimal Information Rule
Fairness Rule
Mutual Benefit Rule
Maximal Information Rule
Buyer knowledge
Member
Non- Member
Sophisticated Knows
Knows less
Non-sophisticated Knows least
Advertising & Behavior Control - ARRINGTON
Women
Words
Sexual desire
Pairs status, popularity with vodka
Marketing & The Vulnerable - BRENKERT VULNERABILITY: To be susceptible to being wounded; liable to physical hurt. Threat to welfare or interests. SUSCEPTIBILITY: Capable of being affected, especially easily by something or someone. DISADVANTAGED: Those who are unequal in the marketplace b/c of characteristics that are not of their own choosing. Ex: poor, immigrants, young married teens, racial/ethnic minorities, women shopping for cars, handicapped
You can be susceptible but not vulnerable to something
MCDONALD’S
https://www.youtube.com/watch?v=E5R_ch_p9YE
VIAGRA
http://www.ispot.tv/ad/7bAn/viagra-factory
Morally justified market CONDITIONS
Free competition
Open competition
Deception/fraud are NOT used in market competition
MARKET CLIENTS
Know they should shop around and can do so
Competent to set differences in quality and price
Know about products and traits
Resourceful enough to engage in market relations
MCDONALD’S PARENTS FIGHT https://www.youtube.com/watch?v=iQwbReKEvwU
Conditions for the vulnerable 1) Have different experiences, conditions or incapacities impeding ability to participate in normal adult market activity - Physically, cognitively, motivationally or socially vulnerable 2) Those conditions are due to factors beyond their control and they are unaware of them
3) Those conditions make them susceptible to the harm of their interests by means marketers use but which don’t affect the normal adult
EGG OR THE CHICKEN?
Do marketers create consumers?
Do marketers implant a desire that didn’t exist before?
Do consumers realize marketers sell something they always wanted but were never aware of?
QUESTIONABLE ETHICS
WHAT WE CAN CHANGE
#IamEnough