ISNN 1392-3110
Social Research / Socialiniai tyrimai. 2007. Nr. 2 (10), 512
The Influence of Motivation Factor on Marketing Ethics in Lithuanian Media
Laima Abromaityt-Sereikien
Vilnius University
Introduction
Marketing ethics application is a determina
tion of decision according to particular moral rules
and principles. It is noticed that the decisions made
in various situations differ, as far as ethics is concer
ned. Having analyzed these situations, it is possible
to distinguish recurrent regularity, which is summari
zed by the authors and submitted as determinant fac
tors of decision making process. Eight main factors
influencing marketing ethics decision determination
can be distinguished: individuals moral develop
ment milestone, world outlook, moral development
of society, motivation, relations between individuals,
moral weakness under the sway of publicity fear, allo
wed/forbidden factors, defining actions prohibited in
the organization, informal interaction, organizational
relationship. The factors influencing marketing ethics
were researched by V.Pruskus, L.K.Trevin, J.Fra
edrich and V.Gresham, A.Ferrel, L.Kohlberg and
others, but the influence of motivation factor on the
decision-taking in marketing ethics is distantly resear
ched. The influence of this factor on marketing ethics
in Lithuanian media was not measured earlier.
The aim of the article is to identify what influ
ence the motivation factor makes on marketing ethics
in Lithuanian media in individual and organizational
contexts.
The objectives of the article are:
1. To define the levels of marketing ethics.
2. To define the influence of motivation factor on
marketing ethics in the contexts of individual and
organization on the theoretical level.
3. To structure a model for decision making in mar
keting ethics in the context of individual and orga
nizational motivation.
4. Using a model for decision making in marketing
ethics in the context of individual and organiza
tional motivation to identify what influence the
motivation factor makes on marketing ethics in
Lithuanian media.
Research methods include comparative litera
ry analysis, secondary data analysis, quantitative and
qualitative studies. The quantitative study is based on
the method of e-mail questioning, questionnaire is
originally formed. The qualitative study is based on
the case study, in which method of dispensed questio
ning was used.
Research results: a model for decision ma
king in marketing ethics in the context of individual
and organizational motivation is defined, influence of
motivation factor on marketing ethics in Lithuanian
media is measured.
Conception of Marketing Ethics
What does adapting ethics in marketing me
an? According to the definition, it means that marke
ting decisions should be taken according to the moral
rules or principles of behavior. However, the practice
shows that marketing employees do not always beha
ve ethically; besides, ethical principles differ in va
rious countries, and according to B.Schlegelmilch
even in different industries.
There are different definitions and approaches
to the concept of marketing ethics. As O.C.Ferrel
says, no one has developed a universally accepted ap
proach to dealing with the controversial and often mi
sunderstood concept of ethics yet, but in this article
the most common and generalized definitions will be
used. Because the concepts of marketing ethics and
social responsibility are often used interchangeab
ly, both of them will be used in this article.
Ethics moral rules or principles of behavior
that should guide the members of a profession or or
ganization and make them deal honestly and fairly
with each other and with their customers (Laczniak,
1990). Using statistical terminology, ethics would
be characterized as a latent construct, i.e. something
which is not directly measurable but can be represen
ted or measured through other variables (Schlegel
mich, 2001).
Marketing ethics moral principles that defi
ne right and wrong behavior in marketing. The most
basic ethical issues have been formalized through
laws and regulations to conform to the standards of
society. At the very least, marketers are expected to
obey these laws and regulations. However, it is impor
tant to realize that marketing ethics go beyond legal
issues (Ferrel, 2001).

 Social responsibility an obligation of the
organization to maximize its positive impact and to
minimize its negative impact on society (Ferrel,
2001).
Figure 1. Factors that influence the ethical decision-making process (Ferrel, 2001)
As it is shown in Figure 1, individual factors
mean that individuals substantiate their decisions on
their own concepts of right/wrong; and act according
to their daily lives. An organizational or corporate
culture can be defined as a set of values, beliefs, go
als, norms, and rituals that the members or employe
es of an organization share. The culture of a compa
ny may be expressed formally through work habits,
dress codes, extra-curricular activities and anecdotes.
The culture of an organization gives its members mea
ning and suggests rules for behavior and dealing with
problems within an organization (Ferrel, 2001). An
opportunity could be described as a favorable set of
the conditions that limit barriers or provide rewards.
A.B.Carroll (1978) categorizes moral pressu
res into five levels:
1. Individual level is concerned with personal ethi
cal codes.
2. Organizational level maps out corporate procedu
res, policies and codes of ethics.
3. Associational level refers to professional guideli
nes and codes of conduct.
4. Societal level is concerned with the laws, cultu
res, and traditions which determine the acceptabi
lity of actions.
. International level focuses on the laws, customs
and norms of foreign countries.
P.E.Murphy, G.R.Laczniak, N.E.Bowie
and T.A.Klein (2006) summarizing the works on
marketing ethics group the marketing decisions ac
cording to the outlook on ethics:
1. Individual outlook on ethics is based on problem
of application of individual values, related to the
concept of ethical dilemma.
2. Organizational outlook on ethics application
of organizational values in decision-making pro
cess.
3. Industrial outlook particularity of exact indust
The Levels of Marketing Ethics
According to O.C.Ferrel, the three factors
influence the ethical decision-making process: indivi
dual factors, organizational relationship and opportu
nity.
ry determines ethical norms such as industrial
standards, traditions, government regulation, re
putation matters etc., which will be required to
keep.
4. Social outlook: society hopes that marketing
representatives will behave in a way that their
actions would have as less as possible negative
influence on society, they will not use inadequate
resources, follow the regulations and laws, which
are necessary to ensure the welfare of present so
ciety and future generations.
. Outlook of shareholders. This outlook is interes
ting because the shareholders are such a group
of individuals that has the biggest possibilities to
influence the decisions of organization.
The division into outlooks by P.E.Murphy,
G.R.Laczniak, N.E.Bowie and T.A.Klein in fact
does not differ from the division into levels by other
authors. Therefore, this division can be compared
with the division into levels.
K.E.Goodpaster (1992) presents another divi
sion into levels in which ethical problems can arise:
1. Micro level that shows itself in actions of indivi
dual,
2. Mezzo level that shows itself in activity of com
pany,
3. Macro level that shows itself in economical sys
tem.
In K.E.Goodpasters opinion, typical ethical
problems arise in micro level they are connected
with rights and duties of individual (regard to con
tracts and agreements, rights of employees, honour
of privacy, health and safety of employee at his work
place, equal working conditions for women and ma
jorities, fair salaries). The ethical problems arising in
mezzo level are connected with rights and duties of
companies to shareholders, consumers and society as
a whole (matters of product safety, honesty in mar

keting, fair competition and environment protection).
Ethical problems in macro level, in authors opinion,
are connected with practice in international business,
welfare of society, environment protection and social
justice on national and international levels.
It should be noted that division by K.E.Good
paster is rather different from divisions into levels by
other authors where decisions of marketing ethics are
made. This model studies problem in a broad sense
and at the same time joins all spheres of ethics ap
plication in globalization era. Meanwhile, the other
models are concentrated to smaller elements of deci
sion-making process so K.E.Goodpasters division
in this paper will not be analyzed any more.
While evaluating the levels of ethics applica
tion in marketing, the conclusion could be made that
classification by A.B.Carrol is the most compre
hensive and the most generalized. Therefore, in my
opinion, this classification could be improved with
reference to remarks of G.R.Laczniak, O.C.Fer
rel, B.Schlegelmilch, J.E.McCarthy, P.E.Murphy,
N.E.Bowie and T.A.Klein as well as to this paper
authors remarks. I propose to group the levels of ethi
cal / unethical decision-making into such levels:
1. Individual level, which is concerned with perso
nal moral principles.
2. Legitimate level, which is concerned with the mo
ral rules, expressed in the laws of state.
3. Organizational level, which is concerned with
the moral principles of organizations. These mo
ral principles are normally expressed in corpora
te procedures, policies and codes of ethics.
4. Associational level, which refers to professional
guidelines and codes of conduct.
. Societal level, which is concerned with cultures
and traditions which determine the acceptability
of actions.
Marketing Ethics Levels as a Base for Model of
Decision Making in Marketing Ethics in the
Context of Individual and Organizational
Motivation
Levels of marketing ethics do not make a pre
condition to foresee the process of decision-making
from ethical viewpoint because they are only a result
of generalization of particular decision-making mo
dels and it shows that marketing ethical decisions in
different conditions could be different.
Marketing ethics decisions could be made only
when there are two elements: individual that makes
decision and organization where this decision is ma
de. Individual and organization are similar objects
they have the aim to survive.
The process of decision-making by individual
is inevitably determined by personal principles, perso
nal character, motivation, circumstances (e.g. the fear
to be denounced impedes to make ethical decision),
so I propose to compare the model of levels of ethical
/ unethical decision-making with the levels of motiva
tion theory. A.Maslows motivation theory is being
used in this paper due to its spread. In the optimis
tical treatment of this theory, the individual motiva
tion develops from physiological to self-expression
needs this provision is followed in this work.
Organizational social responsibility models se
parated in various ways are found in literature sour
ces. They are presented by J.H.Ivancevich (1989),
R.D.Gatewood, R.R.Taylor, O.C.Ferrel (1995),
R.Kreitner (1990), and A.B.Carroll (1993). Their
models are different but in the first two models there
are the same connections between ethical behaviour
and motives for such behaviour: profit of organiza
tion, compliance with the laws etc. R.Kreitner in
his model analyses the reaction of manager to the
pressure of society. The most spread is the theory of
corporate social responsibility created by A.B.Car
roll (1993). This model is used in this paper to de
fine organization motives for ethical behaviour. In
the optimistic treatment of the pyramid of corporate
social responsibility, the social responsibility of orga
nization develops from economical responsibility to
philanthropic outlook this provision is kept in all
this work.
The personal provisions of a person defining in
dividual level mainly determine marketing decisions.
Personal moral principles motivate to make ethical/
unethical decision regardless of the level of process
of ethical decision-making of country or society whe
re individual belongs. Lower motivation level of py
ramid enables to make a precondition that less ethi
cal decision will be made. If particular part of people
fights for minimal living, in many cases their value
scale is lower than of those who try to satisfy their
self-expression needs. If physiological needs are not
satisfied, it is the most probable that minimal amount
of ethical decisions will be made.
Particular moral values of individual influence
validated ethical-moral norms (laws are made by indi
viduals or their representatives), but a part of society
is influenced by norms validated in legitimate level
(e.g. stealing to some part of society is unethical so it
does not steal, whereas the other part does not steal
because they can be punished). So the argument can
arise which level individual or legitimate should
be the first. Though according to the statements of ma
ny authors and the author of this work we shall leave
the individual level the first and we shall treat it the
main element in decision-making process.


Figure 2. A model for decision making in marketing ethics in the context of individual and
organizational motivation (Abromaityte-Sereikiene, 2005)
Individual moral principles, validated ethi
cal-moral norms motivate ethical decision-making
in organizational level, motivate to create corporate
procedures and ethical codes, live according to them.
It is noted that they are only created when the need
appears. But in many cases it is possible only if the
company makes profit (Figure 2). When the company
is at the level of legal responsibility and it obeys the
laws, i.e. ethical norms, this is determined by country
development level.
The higher level of corporate social responsi
bility the company is in, the more ethical decisions
are made. But this situation is possible when moral
norms of organization and its individuals are similar
and compatible. If these norms do not comply, the
conflict may arise between organization requirements
and individual beliefs. Such conflict arises the most
frequently when manager or his employee follow
higher ethical norms than they are in organization
(Murphy, Laczniak, Bowie, Klein, 2006).
The perception of ethics, which is determined
by features of product or formed production tradi
tions, dominating in industry influence decision-ma
king in organizational level.
When companies start to join the organizations
that solve ethical problems and create common codes
or traditions, the level of ethical/unethical decisions
is transferred into associational level. But some aut
hors criticize this level. In P.Whysall opinion, until
behaviour codexes are treated like all professions
(Harris 1989, 1994), they are not easily followed. So,
e.g. following of ethical codes becomes problematic
in international context where some businessmen try
to import the values and norms of their own country
into international market and confronts the ethical re
lativism where it is not required to follow the main
norms, values or standards (Whysall, 2000). In ac
cordance with these notices the conclusion could be
made: ethical decision-making in associational level
is impossible without ethical decision-making in indi
vidual and organizational levels.
The highest societal level finishes ethical im
provement. Ethical decision-making in societal level
means that ethical decisions for majority of society
become matter-of-course. This level is described by
N.Vasiljeviene: It is important that ethical knowled
ge, justice principles, moral norms would be unders
tood as necessary for everyone (majority), universal,
fair. In such a case the psychological basis appears
to form introvert moral orientation (Vasiljeviene,
2003). When perception of ethical decision-making
reaches the level of matter-of-course, it is logical
that society perception influences the perception of in
dividual, so ethical improvement transfers into indivi
dual level. Here the society improvement theoretical
ly starts a new stage, so we could say that theoretical
model given above describes not finite but cyclical
process.
Results of Empirical Research
Research methods. In order to achieve the
set aim two different methods types were used: desc
riptive quantitative and descriptive qualitative. For a
descriptive quantitative part of research a representa
tive questioning by e-mail was chosen. For a desc
riptive qualitative part of research a case study using
dispensed questioning was chosen.

 An original questionnaire was used in quan
titative research. Adapted questionnaires originally
created by P.Sharma, K.T.Bhal (2004) and E.Ma
jercsik (2005) were used in qualitative research.
Two groups of hypothetical situations in
which respondents faced ethical dilemma were used
to identify the influence of motivation factor to mar
keting ethics in Lithuanian media.
Research time, sampling frame and res
pondents. The quantative research took place in
November-December of 2006. Taking into considera
tion media companies operation in double product
market, two elements were researched: (1) persons
responsible for media content (element A), (2) per
sons responsible for media marketing (element B).
Researched entity all media companies operating in
Lithuania. In this research sampling frame is equal to
the entity. There were sent 591 questionnaires. Retur
ned questionnaires 19.8%.
The qualitative research took place in May of
2007. Respondents all personnel working with me
dia content and marketing in two Lithuanian media
companies. There were distributed 57 questionnaires.
Returned questionnaires 87.7%.
Analysis of results. The answers in hypothe
tical situations in which respondents faced ethical di
lemma showed that their behaviour in most situations
is ethical (table 1).
Table 1

A summary of answers in hypothetical situations in which respondents faced ethical dilemma

Conclusion about
Situation Valid answers Value
behaviour
Situation 1: relations between individuals (representative study) 104 2.03 Unethical
Situation 2: nepotism and humanity (representative study) 104 1.9 Unethical
Situation 3: profit of an enterprise (representative study) 103 1.92 Ethical
Situation 4: obeying the superior (representative study) 104 1.06 Ethical
Situation 1: new and improved (case study) 49 2.02 Ethical
Situation 2: gifts and bribes (case study) 49 2.55 Neutral
Situation 3: padding up of the expense bills (case study) 49 2.43 Ethical
Situation 4: nepotism (case study) 49 2.41 Ethical
Situation 5: insider trading (case study) 49 2.51 Neutral

Referring to theoretical analysis, the motiva
tion factor makes influence to decision making on
both levels of marketing ethics individual and or
ganizational. That is why the influence was measu
red on both levels. The results of quantative research
shows that on individual level 75% of respondents
from element A and 68.5% of respondents from ele
ment B say that motivation of employee always
or often makes influence to ethicalness of decision
making in Lithuanian media marketing.
In the qualitative research (case study) job sa
tisfaction is measured using two groups of questions.
In the first group job satisfaction is researched using
Job satisfaction in Lithuanian media companies
7 propositions, which measured different criterion
of job satisfaction (challenge, feeling worthwhile,
responsibility, personal growth, respect, career pos
sibilities, and friendliness of colleagues). The value
of answers in all propositions shows that job satisfac
tion varies from 3 (neutral) to 4 (satisfied). The
frequencies of answers show that all job satisfaction
criteria except one were evaluated as satisfied, the
criterion amount of responsible work was evalua
ted as neutral. Such results let make a conclusion
that respondents essentially are satisfied with their
job (table 2).
Table 2

Proposition and valid percent

Feeling wort Personal Career possibi Friendliness of
An answer Challenge Responsibility Respect
hwhile growth lities colleagues
Valid answers 50 50 50 49 50 50 50
Value 3.80 3.92 2.92 3.24 3.66 4.00 3.38
1 very dissatisfied 0 0 6.0 0 0 0 4.0
2 dissatisfied 0 4.0 20.0 26.5 4.0 2.0 18.0
3 neutral 28.0 18.0 52.0 30.6 36.0 16.0 26.0
4 satisfied 64.0 60.0 20.0 34.7 50.0 62.0 40.0
5 very satisfied 8.0 18.0 2.0 8.2 10.0 20.0 12.0


 There is a correlation between two proposi
tions, measuring job satisfaction, and two hypothe
tical situations in which respondents face ethical di
lemma. The value of correlation coefficient shows
that there is a low negative dependence between job
satisfaction proposition the feeling of worthwhile ac
complishment you get from doing your job and situ
ation padding up the expense bills: r (48) = .356
(p =.013). The value of correlation coefficient shows
that there is a low positive dependence between job sa
tisfaction proposition the amount of job security you
have and situation insider trading: r (49) = .369
(p = .009). These results let make a conclusion that
ethical behaviour in marketing of Lithuanian media
depends on the job satisfaction in some situations.
The job satisfaction is not the only factor for
evaluating the motivation of an individual. The ques
tionnaire which was formed on the basis of A.Mas
lows motivation theory by E.Majercsik (2005) gi
ves a wider view about motivation. The frequency of
answers show that the majority respondents (41.3%)
are on the second motivation level safety and se
curity, on which person is seeking for the security
of body, employment, resources, family, health, pro
perty, etc..
In order to find out whether a relation between
individual motivation level and ethical behaviour in
marketing ethics exists a correlation was measured.
The results show that in two out of five hypothetical
situations the correlation is significant. A low and
negative correlation is found between the behavio
ur in the situation nepotism and motivation level:
r(49)= ,326 (p = .029). A low and positive correla
tion is found between the behaviour in the situation
insider trading and motivation level: r (49) = ,455
(p = .002). That means that in some situations an et
hical behaviour in marketing of Lithuanian media de
pends on the motivation level of an individual.
The results of answers in hypothetical situa
tions, which show that in majority situations respon
dents will behave ethically, and the fact that majority
of respondents are on the second motivation level sa
Figure 3. Motivation factor in the organizational level in Lithuanian media (1= the factor never makes influ
ence, 5=the factor always makes influence).
fety and security let make a conclusion that theore
tical precondition that ethical decisions in marketing
ethics are possible if a person satisfies physiological
needs is correct: if physiological needs are not satis
fied it is the most probable that minimal amount of
ethical decisions will be made.
The influence of motivation factor on organi
zational level was measured using 3 possible reasons
for the ethical marketing decision making in an or
ganization: argument, that ethical practice could be
profitable, especially in long time period, presump
tion that there is no place for ethical practice while
an enterprise is working not profitably, the aim
to have a good image (figure 3). The research data
shows that in element A (persons responsible for
media content) the influence of these reasons on ethi
cal behaviour is significant, but it is less significant
between persons in element B (persons responsible
for media marketing). 35.3% respondents from the
element A said that argument, that ethical practice
could be profitable, especially in long time period
mostly have influence on ethicalness of marketing de
cision. 38.2% of A respondents said that presump
tion that there is no place for ethical practice while
an enterprise is working not profitably mostly have
influence to ethicalness of marketing decision. 54.4%
of A respondents said that the aim to have a good
image mostly have influence to ethicalness of mar
keting decision. While the research of persons respon
sible for media marketing (element B) shows that
the respondents from this group define the influence
of 3 reasons as having bigger influence on the ethi
calness of marketing ethics decisions: 48.6% of res
pondents from element B said that argument, that
ethical practice could be profitable, especially in long
time period makes influence to the decision making,
94.3% respondents said that the aim to have a good
image mostly or always have influence to ethical
ness of marketing decision, but 37.1% respondents
from this group said that the reason that presump
tion that there is no place for ethical practice while an
enterprise is working not profitably does not have
influence on the ethicalness of marketing decision.
10
 The value of 2 shows significant statistical dif
ference between two groups only in analyzing one fac
tor argument, that ethical practice could be profitab
le, especially in long time period: 2(103)=11.685,
p=.020. That means that the opinion about the profi
tability of ethical practice depends on the character of
respondents professional practice (persons responsib
le for media content or persons responsible for media
marketing).
By analyzing the relation between the ques
tions measuring the motivation factor on the organi
zational level and decision making in hypothetical
situations, there was found the relation between one
question and one situation. 2 value shows that there
is a significant statistical difference between the ques
tion the aim to have a good image and decision ma
king in a situation relations between individuals:
2(103)=18.124, p=.020. This means that marke
ting ethics decisions in Lithuanian media companies
in some situations depend on understanding that the
aim to have a good image has influence on ethical
behaviour.
Seeking to research the influence of enterprise
profitability on marketing ethics in Lithuanian media
in greater detail, there was measured a relation betwe
en the answers about profitability of representing en
terprise and the behaviour in hypothetical situations
on the organizational level. 77.9% of respondents
say the enterprises they represent are working profi
tably. It was found a significant statistical difference
between profitability of an enterprise and one out of
four hypothetical situations (nepotism and humani
ty) in which a respondent faced ethical dilemma:
2(104)=14.408, p=.006. This means that in analo
gical situations the made decision will depend on the
fact of companys financial results.
During the analysis of theoretical sources it
was made a precondition that motivation on the orga
nizational level was related with obeying the law as
well. 42.7% respondents say that the companies they
represent always obey the law, 46.6% of them most
ly obey the law. 2 value shows the statistical relation
between obeying the law and behaviour in situation
profit of an enterprise: 2(102)=14.567, p=.001.
This let make a conclusion that in some situations
obeying the law makes influence on the ethicalness
of marketing decisions in Lithuanian media compa
nies.
The results of answers in hypothetical situa
tions and the fact that majority of companies respon
dents are representing are working profitably, obey
ing the law, let make a conclusion that theoretical pre
condition that ethical decisions in marketing ethics
are possible if a company is on the ethical level of
corporate social responsibility is correct. Summari
zing, in some situations decisions in marketing ethics
in Lithuanian media are depending on the financial
results of an enterprise and legal practice (obeying
the law).
Conclusions
1. Referring to the research of theoretical sources
the levels of marketing ethics were defined. Deci
sions of marketing ethics could be accepted on 5
levels: individual, legitimate, organizational, as
sociational, and societal.
2. The influence of motivation factor on marketing
ethics in the contexts of individual and organiza
tion on the theoretical level is defined. It is deter
mined that since individual and organization take
part in decision-making in marketing, 2 factors
motivation of an individual and motivation of
an organization are encountered. Ethical/unethi
cal marketing decision-making depends on a mo
tivation level on which a person is. A lower level
means less ethical decisions. In organizations
making ethical/unethical marketing decisions
depend on the level of social responsibility on
which organization is. The higher level of social
responsibility is in the company, the more ethical
decisions are made.
3. A model for decision making in marketing ethics
in the context of individual and organizational
motivation is structured. The model is based on
the combination of 3 theories: marketing ethics
levels, A.Maslows motivation pyramid, and py
ramid of corporate social responsibility. Making
marketing decisions is improving from the indi
vidual to societal level. But the process is not
finite but cyclical. When perception of ethical
decision-making reaches the level of matter-
of-course, the society perception influences the
perception of individual so ethical improvement
transfers into individual level. In the optimistical
treatment of A.Maslow motivation theory the
individual motivation develops from physiologi
cal to self-expression needs. In the optimistical
treatment of A.B.Carrols theory of corporate
social responsibility, the social responsibility or
motivation of an organization develops from eco
nomical responsibility to philanthropic outlook.
If physiological needs of an individual are not sa
tisfied minimal amount of ethical decisions will
be made. If a company is not working profitably
and is not obeying the law minimal amount of
ethical decisions will be made.
4. Using a model for decision making in marketing
ethics in the context of individual and organiza
tional motivation identified the influence of the
11
 motivation factor on marketing ethics in Lithu
anian media. The answers in hypothetical situa
tions in which respondents faced ethical dilemma
showed that their behaviour in most situations is
ethical. These results and the fact that majority of
respondents are on the second motivation level
safety and security let make a conclusion that
theoretical precondition that ethical decisions in
marketing ethics are possible if a person satisfies
physiological needs in Lithuanian media is cor
rect: if physiological needs are not satisfied, it is
the most probable that minimal amount of ethical
decisions will be made.
The results of answers in hypothetical situa
tions and the fact that majority of companies respon
dents are representing are working profitably, obe
ying the law let make a conclusion that theoretical
precondition that ethical decision in marketing ethics
are possible if a company is on the ethical level of
corporate social responsibility in Lithuanian media is
correct: in some situations decisions in marketing et
hics depend on the financial results of an enterprise
and legal practice (obeying the law).
References
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and Social Responsibility. In L. Galetic (Ed.), An En
L. Abromaityt-Sereikien
The Influence of Motivation Factor to Marketing Ethics in Lithuanian Media
Summary
It is noticed, that the marketing decisions made in
the various situations differ, as far as ethics is concerned.
Having analyzed these situations, it is possible to distin
guish recurrent regularity, which is submitted as determi
nant factors of decision making process. One of such fac
tors is motivation on both individual and organizational
levels, which is distantly researched. The aim of the article
is to identify the influence of motivation factor on marke
ting ethics in Lithuanian media in individual and organi
zational contexts. Research methods include comparative
literary analysis, secondary data analysis, quantitative and
qualitative studies.
As a research result, a model for decision making
in marketing ethics in the context of individual and organi
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zational motivation is defined, influence of motivation fac
tor on marketing ethics in Lithuanian media is measured
and evaluated. It is concluded that theoretical precondition
that ethical decisions in marketing ethics are possible if a
person satisfies physiological needs in Lithuanian media
is correct: if physiological needs are not satisfied, it is the
most probable that minimal of ethical decisions will be ma
de. It is proven that theoretical precondition that ethical
decisions in marketing ethics are possible if a company
is on the ethical level of corporate social responsibility in
Lithuanian media is correct: in some situations decisions
in marketing ethics depend on the financial results of an
enterprise and legal practice (obeying the law).
Key words: marketing, ethics, motivation, factor, media.
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