Consumer Perception of Unethical Marketing Behavior and its Consequences: Identifying the Role of Idealism and Egoism

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Shirkhodaei Meysam; Ehsani Bita

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Journal: Ethics in Science and Technology Year:2019 | Volume:14 | Issue:3 Page(s): 108-115

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Information Journal Paper

Title

Consumer Perception of Unethical Marketing Behavior and its Consequences: Identifying the Role of Idealism and Egoism

Author(s)

Shirkhodaei Meysam | Ehsani Bita | Issue Writer Certificate

Keywords

EthicsQ2

EgoismQ2

IdealismQ1

Consumer perceptionQ1

Abstract

Background The unethical behavior of companies often leads to public outrage, which in turn causes a change in consumer behavior, like a consumer boycott. The purpose of this research is to develop and test a model that focuses on Consumer perception of the company's immoral behaviors and its consequences. Method This research is an applied study and in terms of data collection, it is a descriptive-correlative research. The statistical population of the present study is the customers who are interested in buying and receiving after-sale services of Iranian automobile companies such as Saipa and Irankhodro in Tehran. The cluster sampling method was used to select the 410 subjects as sample group. Data were gathered by questionnaire. The data were analyzed using SPSS software 3 using structural equations. Results The results of this study indicate that there is a positive and significant relationship between self-esteem and Idealism with Consumer perception, and there is a positive and significant relationship between non-perceptions of consumers and non-futile behaviors of companies with anger and revenge of consumers. Conclusion As much Consumer perception is less of the company's immoral behaviors, companies will face more anger and more revenge on consumers after responding to those immoral behaviors.

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APA: Copy

Shirkhodaei, Meysam, & Ehsani, Bita. (2019). Consumer Perception of Unethical Marketing Behavior and its Consequences: Identifying the Role of Idealism and Egoism. ETHICS IN SCIENCE & TECHNOLOGY, 14(3 ), 108-115. SID. https://sid.ir/paper/122992/en

Vancouver: Copy

Shirkhodaei Meysam, Ehsani Bita. Consumer Perception of Unethical Marketing Behavior and its Consequences: Identifying the Role of Idealism and Egoism. ETHICS IN SCIENCE & TECHNOLOGY[Internet]. 2019;14(3 ):108-115. Available from: https://sid.ir/paper/122992/en

IEEE: Copy

Meysam Shirkhodaei, and Bita Ehsani, “Consumer Perception of Unethical Marketing Behavior and its Consequences: Identifying the Role of Idealism and Egoism,” ETHICS IN SCIENCE & TECHNOLOGY, vol. 14, no. 3 , pp. 108–115, 2019, [Online]. Available: https://sid.ir/paper/122992/en

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