A Cross‐cultural Study of Moral Philosophies, Ethical Perceptions and Judgements: A Comparison of American and Thai Marketers

Moral philosophers and marketing ethicists generally agree that variations in moral judgements exist between different cultures. Compares American marketers with Thai marketers with respect to their moral philoso‐phies, ethical perceptions, and ethical judgements. The results based on a survey of members of the American Marketing Association and the Thai Marketing Association indicate that American marketers are both less idealistic and less relativistic than Thai marketers. In addition, the survey results reveal that American marketers differ from Thai marketers with respect to their perceptions of ethical problems, and ethical judgements.