A framework for the examination of relational ethics: An interactionist perspective

Despite the widespread agreement that the ontology of the marketing discipl ine is exchange, marketing ethics researchers have largely adopted a monadi c viewpoint of ethical decision making. In this research, an interactionist approach is adopted in order to introduce a dyadic perspective of un/ethic al decision making. The dyadic model includes each channel member's individ ual, situational and decision process factors linked by relationalism, an e merging paradigm in marketing channels. Relationalism is represented as a d iscriminating variable between perceived ethical dilemma and decision behav iour. Finally, a number of theoretical propositions are presented and futur e research directions are discussed.