This is an academic article that digs into the general theory of marketing ethics and the Hunt-Vitell (H-V) model a causal mode. Tom Betts
By Shelby D. Hunt and Scott J. Vitell.
Published in theJournal of Macromarketing
Vol. 26 No. 2, December 2006 1-11 (© 2006 Sage Publications)
The general theory of marketing ethics, first published in the Journal of Macromarketing by Hunt and Vitell (1986), has been the focus of much discussion and empirical testing. As a result, the theory was revised in 1993. This article overviews the 1993 revision of the model and addresses three questions that are often asked by those who use the model in the classroom and/or in research: (1) What is the justification for using normative ethical theory as a starting point for positing a positive ethical theory? (2) Is the Hunt-Vitell (H-V) model a causal model, that is, is each concept in the model a construct to be measured? (3) How, specifically, can the H-V theory be used to teach marketing and business ethics?
Here is the link to the article: http://sdh.ba.ttu.edu/JMacro06%20-%20A%20general%20theory%20of%20marketing%20ethics-A%20revision%20and%20three%20questions–PAGE%20PROOFS.pdf
