5. What is social comparison theory, and how does it apply to advertising? Marketing and consumer behavior can have a “bright side,”

leading to constructive outcomes, and a “dark side,” leading to negative outcomes. Decision-makers often face ethical issues when they try to balance social dilemmas (whose interests will take priority) and temporal dilemmas (if immediate or longterm interests take priority). Marketing ethics are rules or standards of acceptable conduct that guide marketing decisions.

Consumer ethics are rules of acceptable conduct that apply to the full range of consumer behaviors. Deviant consumer behavior is either unexpected or not sanctioned by society.