Ethics and Target Marketing: The Role of Product Harm and Consumer Vulnerability

TLDR

Target marketing is a central marketing strategy that has attracted ethical criticism. The study aims to explain the ethical concerns surrounding target marketing and to discuss implications for managers, researchers, and policy makers. Empirical evidence shows public disquiet about targeting vulnerable consumers and harmful products, identifies less ethical strategies, and predicts consumer boycotts, with concerns rising when both sin and non‑sin products are targeted.

Abstract

Target marketing might be the epitome of the marketing concept. However, in certain instances it has been criticized as unethical. The authors identify explanations for the ethical concern and controversy that can arise over targeting. An empirical study confirms public disquiet over consumer vulnerability and product harmfulness, identifies which targeting strategies are evaluated as less ethical, and highlights the likelihood of consumer boycotts and other disapproving behaviors. Evidence of ethical concern arises when both "sin" and "non-sin" products are involved, and it increases for consumers perceived to be more vulnerable. The authors discuss implications for marketing managers, researchers, and public policy.