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This article has been withdrawn as it was published elsewhere and accidentally duplicated. The original article can be seen here: 10.1108/eb008174. When citing the article, please cite: Geoffrey P. Lantos, (1986), “AN ETHICAL BASE FOR MARKETING DECISION MAKING”, Journal of Consumer Marketing, Vol. 3 Iss 4 pp. 5 - 10.

This commentary questions commonly held assumptions about corporate social responsibility (CSR). It discusses the morality of altruistic CSR – philanthropic CSR activities that are not necessarily beneficial to the firm’s financial position. Evaluating altruistic CSR from all major ethical perspectives – utilitarianism, rights, justice and care – leads to the conclusion that, for publicly held corporations, such activity is immoral. This is because altruistic CSR violates shareholder property rights, unjustly seizing stockholder wealth, and it bestows benefits for the general welfare at the expense of those for whom the firm should care in close relationships. The paper also determines that what are often considered mandatory ethical and social corporate duties are actually optional activities that should only be undertaken when it appears that they can enhance the value of the firm, i.e. when they are used as strategic CSR. However, using ideas taken from secular and Judaeo‐Christian authors on the meaning of work, the article also concludes that altruistic activities are appropriate and commendable for private firms and individuals. It offers suggestions for practitioners of CSR and for future academic research.

The Need for Ethical Standards The 1970's and 1980's have witnessed an increased concern about building an ethical foundation upon which to make better business decisions in those areas where the Tightness or wrongness of those decisions is open to question. Ethics is the name given to the attempt to think through the moral implications of human actions; business ethics is the study of the morality of business decisions and the determination of standards for those decisions.

The purpose of this paper is to provide a model of consumer response to music in broadcast commercials outlining four variables (listening situation, musical stimulus, listener characteristics, and advertising processing strategy) that affect a consumer's attitude toward the advertising music (A_am).

The paper takes the form of an integrative review of the relevant literatures from the psychology of music, marketing, and advertising.

A_am can be positively but also negatively influenced by many factors. Only some of these variables are employed in any typical study on consumer response to music, which may account for some conflicting findings.

The paper discusses factors for effectively using commercial music to affect A_am, with special focus on advertising processing strategy. Advertisers are urged to exercise extreme caution in using music and to always pretest its use considering factors identified in this paper. The paper suggests ways in which the model can guide future research.

The paper integrates diverse literatures and outlines the major variables comprising our model of consumer response to advertising music. Advertisers can use these variables as a checklist for factors to consider in selecting ad music.

The case is presented by a senior marketing major (Tim), who did a business internship in the new products area of a fictitious consumer package goods firm. The case is presented as a journal Tim kept while interning. It is based on the author’s own journal, kept while working as a business professor intern in a firm similar to that in the case. Although names have been disguised, most of the activities, practices and problems described in the case are based on the author’s internship experience. Tim is simultaneously involved in two major new product projects. First is the early exploratory research done for new vegetable‐based food products. Second is a snack product which is ready to be moved from a controlled store test to test markets. Tim is also involved in other activities: a new business committee meeting, an industry forum, and a strategic plans presentation meeting. Tim works fairly closely with the new products manager, people in other areas of the firm such as marketing research and research and development, as well as with the firm’s ad agency. The case also describes informational interviews Tim conducted with various functional managers in the company involved with new products, and it gives students a feel for all of the nitty gritty implementation details involved in new product work.