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Article Dans Une Revue Recherche et Applications en Marketing (English Edition) Année : 2017

The clear conscience of the controversial sector marketer : a neutralization theory approach

Les marketers des secteurs controversés face à leur conscience : une approche par la théorie des neutralisations

Résumé

The aim of this paper is to study neutralization techniques used by marketing practitioners to justify unethical pro-organizational behavior. We analyze the narratives of 17 practitioners in two controversial sectors (alcohol and tobacco). Three sets of arguments are used: moralization of professional activity through the virtuous organization, denial of responsibility due to over-restrictive legislation, and economic rationalization.
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Dates et versions

hal-02552384 , version 1 (23-04-2020)

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Anne Sachet-Milliat, Loréa Baïada-Hirèche, Bénédicte Bourcier-Bequaert. The clear conscience of the controversial sector marketer : a neutralization theory approach. Recherche et Applications en Marketing (English Edition), 2017, 32 (3), pp.28-48. ⟨10.1177/2051570717706828⟩. ⟨hal-02552384⟩
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