THE CONSUMER behavior STUDIES PRINCIPLES FROM AN ETHICAL PERSPECTIVE

Bensalah, Abderrezak; Bouroumana, Abderrezak

La Revue des Sciences Commerciales
Volume 20, Numéro 1, Pages 205-217
2021-06-07

The Consumer Behavior Studies Principles From An Ethical Perspective

Authors : Bensalah Abderrezak . Bouroumana Abderrezak .

Abstract

Abstract: This paper summarizes the examining of some issues that may be faced in conducting the marketing consumer behavior studies, and that can strongly lead to marketing deception and bad marketing practices that may include harms to consumers. The purpose of this study is mainly to discuss different issues of the marketing studies of consumer behavior by showing some points that shape this kind of marketing studies so that these will be discussed through a scientific and ethical approach. The subject was discussed through showing some issues related to the behavioural study design and how those issues can affect negatively the study outputs that will be transformed to sensitive marketing decisions. The results revealed that the consumer behavior is a sensitive and complex subject that needs too much effort to be understood, and it is not easy ethically nor scientifically to influence it with whatever marketing stimulus.The research theoretically proves that marketing with its general principles of gain maximization cannot mostly deal scientifically and healthily with consumer behavior matters. Thus, academicians and practitioners should adopt an ethical perspective while designing the research and dealing with different alternatives with a way that benefit the company and consumers as well.