Moral conflicts among Norwegian advertising professionals: A summary of pilot data

Presents a pilot study on the frequency and seriousness of role conflict among 152 advertising professionals carried out in autumn 1993 in Norway. Other questions dealt with our reactions to such conflicts,and what the respondents would expect from a “beaware code”as an aid to conflict solution. Conflicts related to professional quality standards, personal ethics, environment, clients and consumers were reported as most frequent and most serious. Almost half of the respondents claimed they would speak up in such cases. About one‐third of the respondents said they would probably ask their peers; one‐third said they would ask more experienced colleagues or superiors, whereas one‐quarter would seek advice from their private network. Concludes by suggesting future research foci and design triangulation, especially by using qualitative strategies as a next step.