Personal Characteristics Underlying Ethical Decisions in Marketing Situations: A Survey of Small Business Managers*
调查小企业管理者在营销中的伦理决策，发现感知到的伦理问题正向影响伦理意图，女性管理者比男性更倾向伦理意图，但个人道德哲学（理想主义与相对主义）并非显著预测因素。
This study analyzes the marketing ethics decision-making process of small business managers. In particular, it examines the relative influences of ethical perceptions, personal moral philosophies, and gender on ethical intentions of small business managers. The sample of this study consists of professional members of the American Marketing Association working in companies with 500 employees or fewer. The results reveal that perceived ethical problem is a positive factor of a small business manager's ethical intention. The results generally support our hypothesis that female managers tend to be more ethical in their intention than their male counterparts. However, the results indicate that neither dimension of personal moral philosophy—idealism and relativism—is a significant predictor of a manager's ethical intention.