An empirical examination of three machiavellian concepts: Advertisers vs. the general public Academic Article uri icon


  • This paper examines the perceived ethics of advertisers and the general public relative to three ethical concepts. Based on the survey findings, it can be concluded that with regard to the ethically-laden concepts of manipulation, exploitation, and deviousness, advertisers are perceptually as ethical as the general public. The research also clarifies some of the differences between ethics and Machiavellianism. © 1989 Kluwer Academic Publishers.

author list (cited authors)

  • Fraedrich, J., Ferrell, O. C., & Pride, W.

citation count

  • 19

publication date

  • September 1989