Introduction to morals and ethics

December 1, 2010

Overview

• What are morals? What are ethics?• What are some ways to think about morality?• What are some unique features of moral

reasoning?• How much do morals and ethics overlap? How

do we encourage more moral behavior?

Morals vs. ethics

• “Morality concerns the basic principles by which we justify our decisions to each other. Ethics concerns more limited, culture-specific codes that play a similar role. Ethics is ultimately justified by morality, but it also take into account the facts about institutions and their function in a given society.”

Baron, 1994

Are you a…

Deontologist?• Focus on duties• Are actions right or wrong,

independent of their consequences?

• Act consistently and rationally such that rules governing your actions could also govern others’

Consequentialist?• Focus on ends, not means• Are consequences of

actions right or wrong, independency of what they are?

• Act in such a way as to bring out the greatest total good

What would you do?

What would you do?

Moral dumbfounding

• Morals are not entirely logical rules for what to do and not to do

• They are also driven by emotions and intuition• This means that sometimes we reason

backwards from our reaction to the situation to make judgments

• Also means that sometimes we have no reason– “It just feels wrong!”

Moral politics

Moral emotions– Others:

• Contempt Violations of hierarchy• Anger Violations of autonomy• Disgust Violations of purity– Self:

• Embarrassment Violations of social convention• Guilt One’s action has caused distress to another• Shame One’s self has caused distress to another

Universal Moral Principles

• Do no harm• Make things better• Respect others• Be fair• Be loving

• Do you agree?

Universal Ethical Values (for businesses)

• Do no harm• Make things better (for shareholders and

hopefully customers too)• Respect others• Fairness—give me/my company the same

opportunities that everyone else gets

• Do you agree?

Universal Ethical Values (for consumers)

• Do no harm• Treat me and my money fairly• Make things better for me (and for others, if

possible)• Respect me as a consumer• Be kind

• Do you agree?

Chevy’s New Campaign

• http://www.chevycarbonreduction.com/

Reasons for and against CSR

Against

• Management does not have right to decide how stockholder money is used

• Restricts free market goal of profit maximization

• Dilutes primary aim of business• Limits ability to compete in

global marketplace• Social issues are not concern of

business• Managers do not have expertise

to make social decisions• Businesses already have enough

power

For

• Addresses social issues caused by businesses

• Allows business to be part of solution

• Protects business self-interest• Payback to societal institutions

that support businesses• Limits future government

intervention• Addresses issues by using

business resources and expertise

• Addresses issues by being proactive

Milton Friedman 1962

• “Few trends could so thoroughly undermine the very foundation of our free society as the acceptance by corporate officials of a social responsibility other than to make as much money for their stockholders as possible.”

Summary

• Morals and ethics are related but different• There are many types of moral outlooks, but they

share many of the same precepts and features• Moral reasoning is not necessarily rational– Emotions drive much of our moral reactions

• Moral and ethics for businesses and consumers may not be based on the same ideas– It’s important to think about how to increase the

overlap

AMA Code of Ethics• As marketers we must:• 1. Do no harm– Consciously avoid acts or omissions by embodying

high ethical standards and adhering to all laws and regulations

• 2. Foster trust in the marketing system– Strive for good faith and fair dealing to contribute to

the efficacy of the exchange system• 3. Embrace ethical values– Affirm core values: honesty, responsibility, fairness,

respect, transparency, and citizenship

Ethical values

• Honesty: to be forthright in dealings with customers and stakeholders. To that end, we will:– Strive to be truthful in all situations and at all times– Offer products of value that do what we claim in our

communications– Stand behind our products if they fail to deliver their

promised benefits– Honor our explicit and implicit commitments and

promises

Ethical values

• Responsibility: to accept the consequences of our marketing decisions and strategies. To that end, we will:– Strive to serve the needs of customers– Avoid using coercion with all stakeholders– Acknowledge the social obligations to stakeholders that

come with increased marketing and economic power– Recognize our special commitments to vulnerable market

segments such as children, seniors, the economically impoverished, market illiterates who may be substantially disadvantaged

– Consider environmental stewardship in our decision-making

Ethical values

• Fairness: to balance justly the needs of the buyer with the interests of the seller. To that end, we will:– Represent products in a clear way in selling, advertising,

and other forms of communication; this includes the avoidance of false, misleading and deceptive promotion

– Reject manipulations and sales tactics that harm customer trust. Refuse to engage in price fixing, predatory pricing, price gouging, or “bait and switch” tactics

– Avoid knowing participation in conflicts of interest. Seek to protect the private information of customers, employees, and partners

Ethical values• Respect: to acknowledge the basic human dignity of all

stakeholders. To that end, we will:– Value individual differences and avoid stereotyping customers

or depicting demographic groups (e.g., gender, race, sexual orientation) in a negative or dehumanizing way

– Listen to the needs of customers and make all reasonable efforts to monitor and improve their satisfaction on an ongoing basis

– Make every effort to understand and respectfully treat buyers, suppliers, intermediaries and distributors from all cultures

– Acknowledge the contributions of others, such as consultants, employees, and coworkers, to marketing efforts

– Treat everyone, including our competitors, as we would wish to be treated

Ethical values

• Transparency: to create a spirit of openness in marketing operations. To that end, we will:– Strive to communicate clearly with all constituencies– Accept constructive criticism from customers and

other stakeholders– Explain and take appropriate action regarding

significant product or service risks, component substitutions, or other foreseeable eventualities that could affect customers and their perception of the purchase decision

– Disclose list prices and terms of financing as well as available price deals and adjustments

Ethical values

• Citizenship: to fulfill the economic, legal, philanthropic, and societal responsibilities that serve stakeholders. To that end, we will:– Strive to protect the ecological environment in the

execution of marketing campaigns– Give back to the community through volunteerism

and charitable donations. Contribute to the overall betterment of marketing and its reputation

– Urge supply chain members to ensure that trade is fair for all participants, including producers in developing countries