Exploring Perceptions of Advertising Ethics: An Informant-Derived Approach

Haseeb Ahmed Shabbir*, Hala Maalouf, Michele Griessmair, Nazan Colmekcioglu, Pervaiz Akhtar

*Corresponding author for this work

Research output: Contribution to journalArticle

6 Citations (Scopus)
7 Downloads (Pure)

Abstract

Whilst considerable research exists on determining consumer responses to pre-determined statements within numerous ad ethics contexts, our understanding of consumer thoughts regarding ad ethics in general remains lacking. The purpose of our study therefore is to provide a first illustration of an emic and informant-based derivation of perceived ad ethics. The authors use multi-dimensional scaling as an approach enabling the emic, or locally derived deconstruction of perceived ad ethics. Given recent calls to develop our understanding of ad ethics in different cultural contexts, and in particular within the Middle East and North Africa (MENA) region, we use Lebanon—the most ethically charged advertising environment within MENA—as an illustrative context for our study. Results confirm the multi-faceted and pluralistic nature of ad ethics as comprising a number of dimensional themes already salient in the existing literature but in addition, we also find evidence for a bipolar relationship between individual themes. The specific pattern of inductively derived relationships is culturally bound. Implications of the findings are discussed, followed by limitations of the study and recommendations for further research.

Original languageEnglish
Pages (from-to)727-744
Number of pages18
JournalJournal of Business Ethics
Volume159
Issue number3
Early online date23 Jan 2018
DOIs
Publication statusPublished - Oct 2019

Keywords

  • Advertising
  • Emic-etic
  • Ethics
  • Lebanon
  • Multi-dimensional scaling

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