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.
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⟩.
- Date de publication
- 23 avril 2020
- Catégories
- dans
- Auteur
- par Anne Sachet-Milliat