product and promotion, and obligation and disclosure—and
a general honesty and integrity norm. The specific items for
each norm explain the conceptualization of these norms.
These norms adequately operationalize the concept of marketing
ethics and are used widely in this stream of research.
Given the close connection between people’s cultural values
and ethical decision making, scholars have attempted to
investigate this relationship (Hunt and Vitell 1986; Whipple
and Swords 1992). Hunt and Vittell’s (1986) theory of ethics
proposes that people’s ethical judgments differ because of
differences in both deontological moral reasoning theory,
which is based on the premise that acts are ethical/unethical
because of their nature, not because of their consequences,
and teleological moral reasoning theory, which stipulates
that acts are ethical/unethical because of their consequences,
not because of their nature. Recently, there has been a flurry
of research focusing on the importance of cultural values in
learning ethical behavior and assessing moral issues. An
example of this is the work of Blodgett and colleagues (2001),
who find an effect of culture on a person’s ethical sensitivity
toward his or her company, customers, competitors, and colleagues.
In another study, Singhapakdi and colleagues (1999)
compare and find some significant differences between consumers
from Malaysia and those from the United States in
terms of their perceptions of marketing ethic英语论文网 【http://www.51lunwen.org】s situations.
However, few researchers have empirically studied how
these cultural values are related to marketing ethics directly
(Lu, Rose, and Blodgett 1999; Vitell, Nwachukwu, and
Barnes 1993). An objective of the current study is to examine
the effects of various national cultural values on marketing
ethics. On the basis of Hofstede’s research (and recent studies;
see, e.g., Kracher, Chatterjee, and Lindquist 2002; Lu,
Rose, and Blodgett 1999), we find that the national cultures
of India and the United States are different on most of the
dimensions. Moreover, there is both direct and indirect evidence
of differing levels of ethical values. For example,
34 Pallab Paul, Abhijit Roy, and Kausiki Mukhopadhyay
Transparency International’s (see www.transparency.org)
reports show major differences in corruption practices
between these two countries across most national institutions
and sectors (e.g., business and private sector, media,
nongovernmental organizations) and the impact of such
practices on political life, the business environment, and
personal and family life.
As we noted previously, our goal is to investigate the impact
of cultural values on marketing ethical norms across India
and the United States. Specifically, in the past two decades,
much attention has focused on national culture as a key
determinant and predictor of several business activities.
Within the field of marketing, Clark (1990) proposes why
national culture is a strong indi
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