Review of Stanley Milgram, Obedience to Authority, New York: Harper & Row, Publishers, 1974
Journal of Marketing, Vol. 39, p. 125, July 1975
Posted: 5 Apr 2005 Last revised: 30 Jul 2008
Milgram thinks that he has written a great book. The reviewer agrees. In addition to providing a comprehensive summary and interpretation of his earlier studies, he reports on studies that he has not published previously. An excellent survey is provided of relevant studies on obedience done by others, and the work is related very nicely to various real life situations, for example, the My Lai Massacre. The various ethical issues that arose after publication of Milgram's first papers are also discussed. Finally, Milgram knows how to write.
The reviewer urges you to burn Chapter l from your favorite marketing text and begin anew in the study of social irresponsibility in marketing.
Keywords: marketing, social irresponsibility, management, Stanley Milgram
Suggested Citation: Suggested Citation