Deception of research participants is a pervasive ethical issue in experimental consumer research. Content analyses find as many as three-quarters of published human participant studies in our field involved some form of deception and almost all of these deceptive studies employed experimental...

The focus of my comments is on Shelby’s research on marketing ethics, with particular attention to the Hunt-Vitell theory (or model) of ethics. However, it is important to place this research in the broader context of his work, not least because this informs our understanding of his more...