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Marketing Ethics • Ethics has to do with right and wrong • Business ethics - right and wrong in a business setting • Kohlberg’s three stage model of ethical decision-making Kohlberg’s Psychological Model of Ethical Decision making STAGE Motive Pre-conventional Child Like – self Conventional Post-conventional Explanation Do right thing to avoid gratification. Fear punishment. Little of pain, punishment or awareness for others. Selfish, external moral authority standards. Adolescent. Group Right decided by norms of the group regardless loyalty & norms. Concern for law, order. of consequences action defined by Adult. Concern for Right universal moral others & adherence to principles that apply to universal moral all persons. principles Other Ethical Perspectives • In addition to Kohlberg’s model, there are other ways of viewing ethics. • Situation Ethics • Relative versus Absolute ethics • Pluralism Situation Ethics • Morality determined by the situation in which things occur rather than by adherence to absolute moral rules. For example “Thou shall not kill” may not apply in all situations. Absolute Ethics • There are universally valid moral standards for deciding right and wrong which apply to all moral decisions. • This view presents the ideals of certainty, universality and rationality Relativism • This view argues that there are no universally valid moral standards. • Right and wrong depends on the decisions of individuals, groups or culture. Pluralism • Relativism (individual, group & culture based notions of right & wrong) and Absolutism (universal law of right and wrong) are at extreme ends of the moral spectrum. • Pluralism holds that there are different ethical theories for guiding moral decision making.