Examining the Ethics of Marketing to Children From a Kantian Perspective

Journal of Social and Political Sciences, Vol.3 No.4 (2020)

7 Pages Posted: 20 Jan 2021

See all articles by T. Raja Reddy

T. Raja Reddy

Jawaharlal Nehru Technological University (JNTU)

Dr. E. Lokanadha Reddy

Professor, Department of Management Studies, Sri Venkateswara College of Engineering and Technology, R.V.S.Nagar, Chittoor, Andhra Pradesh, India

T. Narayana Reddy

Jawaharlal Nehru Technological University Anantapur (JNTUA)

Date Written: November 19, 2020

Abstract

Marketers consider children’s segment as lucrative, for children tend to buy products for their own consumption, influence their family purchases, and are potential future customers. Blinded in the greed for profits, marketers recklessly and relentlessly bombard the children with their communications and promotions. Critics find fault with such self-centered and callous behaviour of marketers in targeting children, terming their actions unethical. However, marketers think otherwise. In this study, the rigorous framework provided by the 18th-century German philosopher, Immanuel Kant, is used to assess the ethical nature of marketing to children. The key Kantian ideas of ‘goodwill’, ‘duty’, ‘freedom’ and ‘categorical imperative’ are discussed in the context of marketing to children. From a Kantian perspective, marketing to children falls way short of being ethical.

Keywords: Marketing to Children, Marketing Ethics, Kant, Goodwill, Duty, Freedom, Categorical Imperative

Suggested Citation

Reddy, T. Raja and Reddy, Dr. E. Lokanadha and Reddy, T. Narayana, Examining the Ethics of Marketing to Children From a Kantian Perspective (November 19, 2020). Journal of Social and Political Sciences, Vol.3 No.4 (2020), Available at SSRN: https://ssrn.com/abstract=3732907

T. Raja Reddy (Contact Author)

Jawaharlal Nehru Technological University (JNTU) ( email )

Main Road
Kukatpally Housing Board Colony
Hyderabad, Andhra Pradesh 500072
India

Dr. E. Lokanadha Reddy

Professor, Department of Management Studies, Sri Venkateswara College of Engineering and Technology, R.V.S.Nagar, Chittoor, Andhra Pradesh, India ( email )

India

T. Narayana Reddy

Jawaharlal Nehru Technological University Anantapur (JNTUA) ( email )

Anantapur
Ananthapuramu, Andhra Pradesh 515002
India

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
133
Abstract Views
372
rank
296,724
PlumX Metrics