Ethics of deception in consumer research

Smith, N C, Klein, J G and Kimmel, A J (2002) Ethics of deception in consumer research. Working Paper. London Business School Centre for Marketing Working Paper.

Abstract

Consumer research can entail difficult ethical problems. While deception is arguably the most pervasive ethical issue, researchers have little guidance on its acceptability, notwithstanding the codes of root disciplines and the important methodological and disciplinary implications of deception. This article introduces normative theories of ethics from moral philosophy to analyze the ethics of deceptive research practices. Using social contract theory, it identifies the conditions under which deception may be morally permissible. Principles guiding research practice are formulated and their implications for consumer researchers and others are identified.