Personal and professional values underlying ethical decisions: a comparison of American and Thai marketers Available to Purchase

Cultural differences in moral judgements are generally recognized by marketing ethicists. Attempts to investigate the issue of cross‐cultural ethical differences by comparing US marketers and Thai marketers with respect to their professional and personal values. A self‐administered questionnaire was used as the data collection technique. Results indicate that US marketers are significantly different from Thai marketers based on the combination of professional and personal values.