THE PERCEIVED ROLE OF ETHICS AND SOCIAL-RESPONSIBILITY - A SCALE DEVELOPMENT

Marketers must first perceive ethics and social responsibility to be i mportant before their behaviors are likely to become more ethical and reflect greater social responsibility. However, little research has be en conducted concerning marketers' perceptions regarding the importanc e of ethics and social responsibility as components of business decisi ons. The purpose of this study is to develop a reliable and valid scal e for measuring marketers' perceptions regarding the importance of eth ics and social responsibility. The authors develop an instrument for t he measurement of the perceived role of ethics and social responsibili ty (PRESOR). Evidence that the scale is valid is presented through the assessment of scale reliability, as well as content and predictive va lidity. Finally, future research needs and the value of this construct to marketing are discussed.