Consumers' ethical judgments of issue advertising

Consumers' perceptions about advertising sponsored by a for profit company linking that company or its brands to a social issue are explored here. While marketers often engage in issue advertising, critics argue that doing so raises significant ethical questions. The responses of consumers surveyed by telephone suggest that their beliefs about the ethicality of issue advertisements are related to their beliefs about the economic effects of advertising in general and their support for the issue advertised. Beliefs about the ethicality of issue advertisements are also associated with intentions to purchase from the ad sponsor.