University Students’ Perceptions Regarding Ethics and Acceptability of Sales Practices: A Scenario Based Study of Gender Effect

Abstract

The promotion component of marketing, particularly sales, is one area of business that is frequently cited for unethical activity. However, it has been suggested that the “feminization” of the U.S. workforce may bring about an improvement in the level of ethical marketing practice if women have higher ethical standards than men. The purpose of this study is to determine if gender affects college students’ perceptions of ethical salesforce behavior. Findings indicate that university women tend to view specific sales practices as less ethical than do men. This presents both problems and opportunities for marketing educators preparing students for sales careers.