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The Sociology of Science

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The sociology of science: theoretical and empirical investigations By Robert King Merton The University of Chicago Press, Chicago 60637; 1973
The ethical decision-making process begins when an individual recognizes an ethical dilemma. Subsequently, the individual makes a judgment and forms behavioral intentions, which are thought to be predictive of actual behavior. This process is affected by individual, situational and issue-contingent factors. Our study examines the effect of four issue contingencies on marketers' ethical decision-making process. More than 300 marketing professionals took part in our study, responding to questions regarding two sales scenarios. We controlled for relevant individual and situational factors and tested hypotheses using hierarchical regression. Perceptions of a greater magnitude of consequences were positively related to issue recognition and judgments that the action was unethical in both scenarios and behavioral intentions in one scenario. Perceptions of a societal consensus were associated with issue recognition and judgments that the action was unethical in one scenario. Magnitude of consequences demonstrated the strongest relationship with the ethical decision-making process.
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ISSUE-RELATED FACTORS.
Conceptual research by Thomas Jones in the 1990s and subsequent empirical studies suggest that ethical issues in business must have a certain level of "moral intensity" before they will trigger ethical decision-making processes. Thus, individual and situational factors are unlikely to influence decision-making for issues considered by the individual to be minor.
Certain characteristics of issues determine their moral intensity. In general, the research suggests that issues with more serious consequences are more likely to reach the threshold level of intensity. Likewise, issues that are deemed by a societal consensus

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