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Conference proceeding
Moral Foundation Theory and Sustainable Marketing: An Approach to Research
Association of Marketing Theory and Practice Proceedings 2011, p.13
Annual Meeting of the Association of Marketing Theory and Practice (2011)
2011
Abstract
In this research, we examined hypothetical sustainable projects in the context of Jonathan Haidt's Moral Foundations Theory. We examined whether respondents responses could be predicted based on from this theory based on their self-described political orientations. We analyzed 200 responses to an electronically distributed survey questionnaire. The results suggest that Moral Foundations Theory has many implications for marketing. We also found potentially more parsimonious approaches to gathering data related to marketing and Moral Foundations Theory.
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Details
- Title
- Moral Foundation Theory and Sustainable Marketing: An Approach to Research
- Publication Details
- Association of Marketing Theory and Practice Proceedings 2011, p.13
- Resource Type
- Conference proceeding
- Conference
- Annual Meeting of the Association of Marketing Theory and Practice (2011)
- Publisher
- Georgia Southern Commons; United States
- Identifiers
- 99380602816406600
- Academic Unit
- Commerce; Lewis Bear Jr. College of Business
- Language
- English