Bruce Seaton

Relativism in ethical research: A proposed model and mode of inquiry

While some of the great thinkers (Socrates, Kant) have argued for an absolutist view of ethical behavior, over the past 250 years the relativist view has become ascendant. Following the contingency framework of Ferrell and Gresham (1985) and the issue contingent model of Jones (1991), a model for ethical research is proposed. The key components include the moral agent/transgressor, the issue type and its intensity, and the nature of the victim. In addition, a statistical methodology, namely conjoint analysis, is introduced to investigate the trade-offs inherent in relativistic inquiry. In two ethical scenarios, in each of which three factors were varied, conjoint analysis provided important insight. The individual transgressor factor of “gender” had minimal impact on observer responses to two scenarios of questionable ethicality. In contrast, both the dollar magnitude of the transgression and the organizational status of the transgressor (salesperson/manager/owner) did affect observer responses.

An inquiry into the ethical perceptions of sub‐cultural groups in the US: Hispanics versus Anglos

The present study compares the ethical perceptions of three sub‐cultural groups living in the USA – Anglos, strongly identified Hispanics, and weakly identified Hispanics. It compares the responses of these three groups to two ethical scenarios using conjoint analysis, in addition to the traditional comparison of central tendencies. A comparison of means does not show any significant differences among the three groups and the overall pattern of relative importances is similar for all three sub‐cultural groups. However, conjoint analysis did detect some difference between Anglos and Hispanics. Less assimilated Hispanics were found to be somewhat more concerned about the magnitude of dollar loss as opposed to the Anglo focus on probability of loss in their ethical perceptions; two utilitarian, albeit somewhat different orientations.

A New Perspective on Cross-Cultural Ethical Evaluations: The Use of Conjoint Analysis

The present paper compares the ethical perceptions of Americans and Greeks using conjoint analysis. The two samples were presented with 2 scenarios manipulating three factors: gender of the transgressor, organizational status of the transgressor, and the magnitude of the transgression. For each scenario, conventional mean comparisons and conjoint analyses were performed on five ethical measurements. The matrix of means and the relative importances of the American sample were compared with that of the Greek sample. The results showed that Greeks paid more attention to the dollar amount involved and less attention on the organizational status of the transgressor than Americans did. The gender of the transgressor was the least important factor for both samples. The use of relative importance measures derived from conjoint analysis is shown to provide a new dimension in cross-cultural comparisons.

Emerging Consumer Orientation, Ethical Perceptions, and Purchase Intention in the Counterfeit Smartphone Market in China

ABSTRACT Smartphone counterfeiting costs manufacturers, distributers, and taxpayers billions of dollars every year and is considered one of the costliest practices by-product category in the world. This study investigates the role of emerging consumer orientation in shaping ethical perceptions in the counterfeit smartphone market in China. Based on the view that consumers have a tendency to form moral perceptions that are congenial to their value orientations, we hypothesize that emerging consumer orientation creates distinctly different effects from those of traditional consumers on ethical perceptions of counterfeit practices. A survey sample of 472 respondents was collected at two electronics malls in Beijing and Shanghai. Our analyses indicate that emerging consumer orientation has a positive influence on perceived unethicality and perceived social consequences in contrast to a negative impact from traditional consumer orientation. Subsequently, the two perceptual factors are found to be negatively related to intention to buy a counterfeit smartphone.

Student Preferences for Instructors in Higher Education.

Measurement of students’ preferred characteristics of instructors may provide a basis for action to increase enrollment in university courses and enhance the effectiveness of instructors in these courses. This article outlines an institution-specific method for determining these characteristics. This method includes the use of factorial designs, monotonic analysis of variance, and cluster analysis. In the particular case used to illustrate this method, the preferred characteristics included factors such as work load, grading, classroom style and format, and teacher style which could be considered in course and curriculum design.

Price structure as a marketing variable: An experimental investigation

Abstract This study examines the relative impact on preferences of price level and price-structure variables. A pair of four-factor experimental designs were developed to investigate the preferences of students for automobile price structures and recent homebuyers for various price arrangements in buying a house. The findings indicate that, for a majority of the subjects, the structural variables of down payment, interest rate, and monthly payment are more important than price level in determining overall preferences.

An attitudinal evaluation of hospitals: A determinant attribute and market segmentation study

There has been increasing interest in the application of marketing knowledge to non-traditional fields of endeavour. This paper outlines how the determinant attribute approach to attitude measurement can be used as the basis for segmenting a hospitals market of potential patients. Based on a telephone survey of a stratified random sample of potential patients several distinct market segments were found. The conclusion was drawn that if maximum patient satisfaction was desired it would be necessary to have various types of hospitals in any given geographical area.

Emerging Customers, Market Knowledge Competence, and Investor Transition: The Experience of MNCs in China

ABSTRACT This research examines the impact of market knowledge competence (MKC) on investor transition with a focus on Chinese emerging customers. Investor transition refers to the role change of multinational corporations that initially select China as a sourcing location and later decide to market products in the host country. Based on the theory of referential information, we hypothesize that each of the three dimensions of MKC influences the level of investor transition. An empirical study among a sample of multinational corporations in China confirms the anticipated relationships. The findings also reveal that two contextual factors, perceived value inclination and cognitive reframing mindset, facilitate the processes of MKC.

An Empirical Investgation of the Role of Language in Cross-National Research

Words are often used to describe categories on a rating scale, while the answers are given numerical coded values for the analysis. If the words are directly translated can the same numerical values be used in the analysis of questionnaires in the various languages? This research indicates that they can be. However, the appropriateness of this procedure can be verified using magnitude estimation techniques.

Semantic Quantification: A Cross-Cultural Perspective

Marketing research makes extensive use of semantic stimuli in scaling procedures. Magnitude estimation provides a technique for assessing respondents’ quantitative assessments of words or phrases used as scale anchor points. Hispanic and non-Hispanic respondents estimated the numerical value of a series of expressions of amount. Minimal differences were found between the cultural groups.