Buzz marketing has emerged as a popular, viable adjunct to traditional marketing communication, yet has received little critical scrutiny from an ethical perspective. This investigation represents an initial excursion into the public mind regarding the acceptability of buzz marketing techniques. One hundred thirty-one participants evaluated scenarios descriptive of actual live buzz campaigns varying in degree of transparency and deception. More negative perceptions were associated with deceptive approaches than overt ones, and participants were less accepting of peer-to-peer campaigns than performance-to-peer campaigns. (...) Respondents classified as moral idealists evaluated live buzz campaigns more negatively than moral relativists. The author discusses the implications of these findings for connected marketing strategies and public policy and offers recommendations for connected marketing practitioners. (shrink)

In contrast to the behavioral sciences, the nature and impact of ethical procedures such as informed consent and constraints on the use of deception have been addressed infrequently in the marketing discipline. This article describes an initial investigation into the methodological and ethical practices reported in published marketing research articles since the mid-1970s. Empirical articles appearing in the Journal of Marketing Research and the Journal of Consumer Research between 1975 and 1976, 1989 and 1990, and 1996 and 1997 were coded (...) according to methodological and ethical practices employed and compared with recent trends in the social psychological research literature. The marketing findings revealed an increase over time in laboratory experimentation, the utilization of active deception and debriefing, and the use of university student samples. Although the results suggest that marketing researchers use deception with less frequency and intensity overall than social psychologists, the observed rise in deception procedures in marketing investigations stands in stark contrast to the situation in social psychology, where deception rates have been declining along with a corresponding increase in nonexperimental methodologies and nonstudent samples. The article concludes with a call for greater attention to the ethical, methodological, and disciplinary consequences of the increasing use of deception in marketing research and emphasizes the need for more complete reporting of ethical procedures in published research. (shrink)

Despite significant ethical advances in recent years, including professional developments in ethical review and codification, research deception continues to be a pervasive practice and contentious focus of debate in the behavioral sciences. Given the disciplines' generally stated ethical standards regarding the use of deceptive procedures, researchers have little practical guidance as to their ethical acceptability in specific research contexts. We use social contract theory to identify the conditions under which deception may or may not be morally permissible and formulate practical (...) recommendations to guide researchers on the ethical employment of deception in behavioral science research. (shrink)

Book reviewed in this article: Ethical Issues in Social Research. Edited by Tom L. Beauchamp, Ruth R. Faden, R. Jay Wallace, Jr., and LeRoy Walters. Baltimore: The Johns Hopkins University Press, 1982. xii + 436 pp. $25.00 (hardcover); $8.95 (paper). Ethics of Human Subject Research. Edited by Allan J. Kimmel, Jr. San Francisco: Jossey‐Bass, 1981. 106 pp. $6.95 (paper). Social Research Ethics. Edited by Martin Bulmer. New York: Holmes & Meier, 1982. xiv + 284 pp. $39.50 (hardcover); $14.50 (paper). The (...) Ethics of Social Research: Field‐work, Regulation and Publication. Edited by Joan E. Sieber. New York: Springer‐Verlag, 1982. x + 187 pp. $23.50 (hardcover). The Ethics of Social Research: Surveys and Experiments. Edited by Joan E. Sieber. New York: Springer‐Verlag, 1982. xii + 249 pp. $23.50 (hardcover). (shrink)