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Introduction to morals and ethics December 1, 2010 Overview • What are morals? What are ethics? • What are some ways to think about morality? • What are some unique features of moral reasoning? • How much do morals and ethics overlap? How do we encourage more moral behavior? Morals vs. ethics • “Morality concerns the basic principles by which we justify our decisions to each other. Ethics concerns more limited, culture-specific codes that play a similar role. Ethics is ultimately justified by morality, but it also take into account the facts about institutions and their function in a given society.” Baron, 1994 Are you a… Deontologist? • Focus on duties • Are actions right or wrong, independent of their consequences? • Act consistently and rationally such that rules governing your actions could also govern others’ Consequentialist? • Focus on ends, not means • Are consequences of actions right or wrong, independency of what they are? • Act in such a way as to bring out the greatest total good What would you do? What would you do? Moral dumbfounding • Morals are not entirely logical rules for what to do and not to do • They are also driven by emotions and intuition • This means that sometimes we reason backwards from our reaction to the situation to make judgments • Also means that sometimes we have no reason – “It just feels wrong!” Moral politics Moral emotions – Others: • Contempt Violations of hierarchy • Anger Violations of autonomy • Disgust Violations of purity – Self: • Embarrassment Violations of social convention • Guilt One’s action has caused distress to another • Shame One’s self has caused distress to another Universal Moral Principles • • • • • Do no harm Make things better Respect others Be fair Be loving • Do you agree? Universal Ethical Values (for businesses) • Do no harm • Make things better (for shareholders and hopefully customers too) • Respect others • Fairness—give me/my company the same opportunities that everyone else gets • Do you agree? Universal Ethical Values (for consumers) • Do no harm • Treat me and my money fairly • Make things better for me (and for others, if possible) • Respect me as a consumer • Be kind • Do you agree? Chevy’s New Campaign • http://www.chevycarbonreduction.com/ Reasons for and against CSR Against • Management does not have right to decide how stockholder money is used • Restricts free market goal of profit maximization • Dilutes primary aim of business • Limits ability to compete in global marketplace • Social issues are not concern of business • Managers do not have expertise to make social decisions • Businesses already have enough power For • Addresses social issues caused by businesses • Allows business to be part of solution • Protects business self-interest • Payback to societal institutions that support businesses • Limits future government intervention • Addresses issues by using business resources and expertise • Addresses issues by being proactive Milton Friedman 1962 • “Few trends could so thoroughly undermine the very foundation of our free society as the acceptance by corporate officials of a social responsibility other than to make as much money for their stockholders as possible.” Summary • Morals and ethics are related but different • There are many types of moral outlooks, but they share many of the same precepts and features • Moral reasoning is not necessarily rational – Emotions drive much of our moral reactions • Moral and ethics for businesses and consumers may not be based on the same ideas – It’s important to think about how to increase the overlap AMA Code of Ethics • As marketers we must: • 1. Do no harm – Consciously avoid acts or omissions by embodying high ethical standards and adhering to all laws and regulations • 2. Foster trust in the marketing system – Strive for good faith and fair dealing to contribute to the efficacy of the exchange system • 3. Embrace ethical values – Affirm core values: honesty, responsibility, fairness, respect, transparency, and citizenship Ethical values • Honesty: to be forthright in dealings with customers and stakeholders. To that end, we will: – Strive to be truthful in all situations and at all times – Offer products of value that do what we claim in our communications – Stand behind our products if they fail to deliver their promised benefits – Honor our explicit and implicit commitments and promises Ethical values • Responsibility: to accept the consequences of our marketing decisions and strategies. To that end, we will: – Strive to serve the needs of customers – Avoid using coercion with all stakeholders – Acknowledge the social obligations to stakeholders that come with increased marketing and economic power – Recognize our special commitments to vulnerable market segments such as children, seniors, the economically impoverished, market illiterates who may be substantially disadvantaged – Consider environmental stewardship in our decisionmaking Ethical values • Fairness: to balance justly the needs of the buyer with the interests of the seller. To that end, we will: – Represent products in a clear way in selling, advertising, and other forms of communication; this includes the avoidance of false, misleading and deceptive promotion – Reject manipulations and sales tactics that harm customer trust. Refuse to engage in price fixing, predatory pricing, price gouging, or “bait and switch” tactics – Avoid knowing participation in conflicts of interest. Seek to protect the private information of customers, employees, and partners Ethical values • Respect: to acknowledge the basic human dignity of all stakeholders. To that end, we will: – Value individual differences and avoid stereotyping customers or depicting demographic groups (e.g., gender, race, sexual orientation) in a negative or dehumanizing way – Listen to the needs of customers and make all reasonable efforts to monitor and improve their satisfaction on an ongoing basis – Make every effort to understand and respectfully treat buyers, suppliers, intermediaries and distributors from all cultures – Acknowledge the contributions of others, such as consultants, employees, and coworkers, to marketing efforts – Treat everyone, including our competitors, as we would wish to be treated Ethical values • Transparency: to create a spirit of openness in marketing operations. To that end, we will: – Strive to communicate clearly with all constituencies – Accept constructive criticism from customers and other stakeholders – Explain and take appropriate action regarding significant product or service risks, component substitutions, or other foreseeable eventualities that could affect customers and their perception of the purchase decision – Disclose list prices and terms of financing as well as available price deals and adjustments Ethical values • Citizenship: to fulfill the economic, legal, philanthropic, and societal responsibilities that serve stakeholders. To that end, we will: – Strive to protect the ecological environment in the execution of marketing campaigns – Give back to the community through volunteerism and charitable donations. Contribute to the overall betterment of marketing and its reputation – Urge supply chain members to ensure that trade is fair for all participants, including producers in developing countries