Moral conflicts among Norwegian advertising professionals: A
summary of pilot data

Welcome:
Guest

International Marketing Review

ISSN: 0265-1335

Online from: 1983

Subject Area: Marketing

Content: Latest Issue | Latest Issue RSS | Previous Issues

Options: To add Favourites and Table of Contents Alerts please take a Emerald profile

Document Information:
Title:	Moral conflicts among Norwegian advertising professionals: A summary of pilot data
Author(s):	Johannes Brinkmann, (Associate Professor, School of Marketing, NMH, Oslo, Norway.)
Citation:	Johannes Brinkmann, (1995) "Moral conflicts among Norwegian advertising professionals: A summary of pilot data", International Marketing Review, Vol. 12 Iss: 4, pp.50 - 64
Keywords:	Advertising, Ethics, Questionnaires, Role conflict
Article type:	Research paper
DOI:	10.1108/02651339510097739 (Permanent URL)
Publisher:	MCB UP Ltd
Abstract:	Presents a pilot study on the frequency and seriousness of role conflict among 152 advertising professionals carried out in autumn 1993 in Norway. Other questions dealt with our reactions to such conflicts, and what the respondents would expect from a “beaware code” as an aid to conflict solution. Conflicts related to professional quality standards, personal ethics, environment, clients and consumers were reported as most frequent and most serious. Almost half of the respondents claimed they would speak up in such cases. About one-third of the respondents said they would probably ask their peers; one-third said they would ask more experienced colleagues or superiors, whereas one-quarter would seek advice from their private network. Concludes by suggesting future research foci and design triangulation, especially by using qualitative strategies as a next step.