Page 188 - The Handbook of Persuasion and Social Marketing

180 The Handbook of Persuasion and Social Marketing

table 7.1 Identifying Ethical Problems for Social Marketers
Questions for Social Marketers and Corporate Social
Problem Marketers
Marketing is Is the idea/cause worthy?
manipulative To what degree is there societal consensus about the
cause?
Are there individuals or groups who do not benefit
from the adoption of the social marketing behavior?
Marketing is deceptive Is the message overtly misleading?
Does the message imply something that could mislead
or confuse consumers?
Is there anything that consumers could interpret as
less than authentic?
Marketing is unfair Are target consumers vulnerable in any way that
limits their capacity to make independent and
competent decisions for themselves?
Do consumers have sufficient information about
trade-offs, ambiguities, and uncertainties?
Do consumers have a choice and can they change
their minds?
Are appropriate advertising appeals and selling tactics
being used?
Marketing is wasteful Is social marketing the best way to bring about the
desired social change, or could the funds be more
effectively spent on another function?
Is hypercompetitiveness developing among different
factions?
Is a cacophony of social marketing having adverse
effects on consumers?
Marketing plays Are some segments receiving less attention from social
favorites marketers? If so, is it because those segments are
unattractive in some fundamental ways?
Is neediness being considered when segments are
selected?
Marketing is intrusive Are consumers given ample opportunity to opt out of
providing personal information on all devices?
Are consumers informed of all potential uses when
they give permission for their data to be collected?
Are consumers’ identities given sufficient protection
when their data is collected and used?
Is excessive electronic clutter being created?
Is the cause being promoted in keeping with cultural
standards of good taste and decency?