The behavioural decision-theoretic concepts of mental accounting, framing and transaction utility have now been employed in marketing models and techniques. To date, however, there has not been any discussion of the ethical issues surrounding these significant developments. In this paper, an ethical evaluation is structured around three themes: (i) utilitarian justification (ii) the strategic exploitation of cognitive habits, and (iii) the claim of scientific status for the techniques. Some recommendations are made for ethical practices.

Individual differences on a variety of framing and conjunction problems were examined in light of Slovic and Tversky's (1974) understanding/acceptance principle-that more reflective and skilled reasoners are more likely to affirm the axioms that define normative reasoning and to endorse the task construals of informed experts. The predictions derived from the principle were confirmed for the much discussed framing effect in the Disease Problem and for the conjunction fallacy on the Linda Problem. Subjects of higher cognitive ability were disproportionately likely (...) to avoid each fallacy. Other framing problems produced much more modest levels of empirical support. It is conjectured that the varying patterns of individual differences are best explained by two-process theories of reasoning (e.g. Evans, 1984, 1996; Sloman, 1996) conjoined with the assumption that the two processes differentially reflect interactional and analytic intelligence. (shrink)

It is a mistake to think that instrumental rationality fixes a single standard for judging or describing actions. While there is a core conception of instrumental rationality, we appeal to different elaborations of that conception for different purposes. An action can be instrumentally rational in some sense(s) but not in others. As we learn more about behavior, it is possible to add useful elaborations of the core conception of instrumental rationality. In this paper, I propose a new elaboration based on (...) Frederic Schick's work on understandings. (shrink)

It is a mistake to think that instrumental rationality fixes a single standard for judging or describing actions. While there is a core conception of instrumental rationality, we appeal to different elaborations of that conception for different purposes. An action can be instrumentally rational in some sense(s) but not in others. As we learn more about behavior, it is possible to add useful elaborations of the core conception of instrumental rationality. In this paper, I propose a new elaboration based on (...) Frederic Schick's work on understandings. (shrink)

Arguments for value incommensurability ultimately depend on a certain diagnosis of human motivation. Incommensurablists hold that each person's basic ends are not only irreducible but also incompatible with one another. It isn't merely that some goals can't, in fact, be jointly realized; values actually compete for influence. This account makes a mistake about the nature of human motivation. Each value underwrites a ceteris paribus evaluation. Such assessments are mutually compatible because the observation that there is something to be said for (...) an outcome from a particular perspective allows for any ultimate evaluation of that outcome; Values can be irreducible without thereby being incommensurable. (shrink)

Neoclassical economic theory assurnes that people pursue utility maximization within an obiective framework, evident to all, that serves as the basis for the interaction. Agents are assumed to be detached observers who see the situation as it is in obiective reality. It is argued in this article that there is no obiective ground for interaction that exists apart from the understanding of economic agents. Agents have orientations that change over time depending on the way that the situation is currently understood. (...) Depth of understanding and the extent of common ground depend on the quality of attention and the will to openness and honesty. Efforts to maintain connections with others make possible mutual understanding and visions of the common good that enable the coordinated pursuit of desired states of the world. (shrink)