Head And Heart Orientation: A Measure Of Marketers Predisposition For Ethical Conduct

Abstract

This paper examines the penchant marketing professionals have for ethical decision making. An earlier study of marketing students is used for comparison. Akin to the results from the student study, this study demonstrates a marked bias amongst subjects for valuing qualities of the head. Heart related qualities are considered less important as instrumental values to achieve organizational objectives. The paper theorizes that proper balance between the two is a precursor to ethical decision making. Discussion of the results of this study and the earlier student study is expanded to highlight the need for instruction of ethics in marketing practice.