![]() Importantly, this research reveals that the marketer can exert a powerful influence on marketplace culture members’ processes of moral reasoning. Informants also relied heavily on techniques of neutralization in their moral reasoning, developing new contextually sensitive techniques that have not been reported in previous research. Analysis of the data revealed that informants employed elements from each of the ethical decision making frameworks, often in combination, in order to reach judgments regarding the moral correctness of the WWE’s business practices and the actions of its owner Vince McMahon, the content of the WWE’s product, the actions of fans in general, and their own fan behaviours in particular. Active interviewing was employed to obtain data from informants who self-identified as wrestling fans. These frameworks are augmented by Sykes and Matza’s work on techniques of neutralization. Three theories of ethical decision making found in the marketing literature provide the theoretical lens for this research: Hunt and Vitell’s General Theory of Marketing Ethics, Donaldson and Dunfee’s Integrative Social Contracts Theory, and Thompson’s Contextualist framework. The professional wrestling marketplace culture provides the research context and facilitates the examination of moral reasoning associated with key aspects of the product at the core of the culture: violent and sexual content, sexism, and racism. ![]() ![]() Anchored in research on Consumer Culture Theory, this study examines the moral reasoning processes of marketplace culture members.
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