Toward an ethical framework for political marketing
Article first published online: 21 NOV 2002
Copyright © 2002 Wiley Periodicals, Inc.
Psychology & Marketing
Special Issue: Political Marketing
Volume 19, Issue 12, pages 1079–1094, December 2002
How to Cite
O'Shaughnessy, N. (2002), Toward an ethical framework for political marketing. Psychol. Mark., 19: 1079–1094. doi: 10.1002/mar.10054
- Issue published online: 21 NOV 2002
- Article first published online: 21 NOV 2002
This article seeks to focus and organize the public and academic debate on the ethics of political marketing by soliciting answers in the application of ethical theory. Principal ethical theories of interest to marketing and the particular illumination they lend to political marketing are discussed. Often the answer they yield is ambivalent (not least because ethical propositions can only be argued, never resolved). It is concluded that, although utilitarians and others tip the balance in favor of political marketing practice, the strength of the contractarian critique means there is no closure in this debate. © 2002 John Wiley & Sons, Inc.