The Effects of Marketing Education and Individual Cultural Values on Marketing Ethics of Students

Abstract

This study investigates the relationships between marketing education and individual cultural valuesand college stu dents’ marketing ethics. Using Vitell, Rallapalli, and Singhapakdi’smarketing normsscale and Yoo, Donthu, and Lenartowicz’s five-dimensional measure of culture operationalized at the individual level, the study reveals that formal and informal marketing educationsare positively related to the level of marketing ethics. Collectivism, uncertainty avoidance, and Confucian dynamism are positively related to the level of marketing ethics, whereas masculinity and power distance are negatively related to the level of marketing ethics. Implications for ethics education are discussed.