Ethics and Target Marketing: The Role of Product Harm and Consumer Vulnerability
研究目标营销中的伦理争议，通过实证发现消费者对产品危害和脆弱性的担忧，并指出哪些策略被认为更不道德，可能引发抵制行为。
Target marketing might be the epitome of the marketing concept. However, in certain instances it has been criticized as unethical. The authors identify explanations for the ethical concern and controversy that can arise over targeting. An empirical study confirms public disquiet over consumer vulnerability and product harmfulness, identifies which targeting strategies are evaluated as less ethical, and highlights the likelihood of consumer boycotts and other disapproving behaviors. Evidence of ethical concern arises when both “sin” and “non-sin” products are involved, and it increases for consumers perceived to be more vulnerable. The authors discuss implications for marketing managers, researchers, and public policy.