Apply At Least One Aspect Of The VBM To The Following 534789

Apply at Least One Aspect Of The Vbm To The Following Discussion Promp

Apply at least one aspect of the VBM to the following discussion prompt: Vulnerable Consumers and the Affect of Digital Technology Matthew 25:40, "...Truly I tell you, whatever you did for one of the least of these brothers and sisters of mine, you did for me." One of the areas of ethical concern for marketers is vulnerable consumers. The article in the first link below explains the historical problems of masked advertising which is related to puffery. The second and third links refer to vulnerable consumers. The fourth link addresses the new technology that allows highly targeted digital advertising. What is the obligation of marketers toward vulnerable consumers?

How should marketers respond to this issue? How should Christian marketers respond to this issue? Does today's world of highly personalized and targeted advertising add a new level of complexity to these ethical issues?

Paper For Above instruction

The application of Virtue-Based Ethics Model (VBM) to the issue of vulnerable consumers in digital marketing offers profound insights rooted in moral character and virtues such as compassion, honesty, and integrity. The VBM emphasizes that ethical behavior emanates from virtuous character traits, which guide decision-making beyond mere compliance with rules or calculations of consequences. When considering vulnerable consumers—such as the elderly, economically disadvantaged, or cognitively impaired—marketers have an ethical obligation rooted in virtues like empathy and justice to prioritize their well-being and protect their rights.

From a VBM perspective, marketers should develop a culture of virtue that fosters caring and respect for all consumers, especially those most vulnerable. This entails cultivating virtues such as honesty and transparency to counteract deceptive practices like masked advertising or puffery, which obscure the truth and exploit consumer vulnerabilities. For example, truthful representations and clear disclosures demonstrate a virtuous commitment to integrity, reinforcing consumer trust and aligning with moral character rather than just legal compliance.

Moreover, virtues such as compassion and humility are vital when responding to the digital age's complexities. The advent of highly targeted advertising based on sophisticated data analytics creates a risk of manipulating vulnerable audiences by exploiting personal information for profit. A virtuous marketer, guided by compassion, would recognize the moral duty to avoid such manipulative practices and instead advocate for responsible advertising standards. This means resisting the temptation of highly personalized marketing that could pressure or deceive vulnerable consumers, favoring transparency about data collection and use.

For Christian marketers, the VBM aligns closely with biblical teachings like Matthew 25:40, emphasizing service and caring for "the least of these." Their response should embody Christ-like virtues—particularly humility, kindness, and justice—ensuring their marketing practices serve not just commercial interests but also moral and spiritual goods. Christian marketers, guided by these virtues, would seek to advocate for policies and practices that protect vulnerable populations from manipulation, deception, or undue influence through digital advertising. They bear a moral responsibility to promote truthful, fair, and compassionate marketing that reflects Christ’s love and care for marginalized groups.

Today's highly personalized and targeted advertising introduces new moral dilemmas—raising questions about consent, exploitation, and autonomy—adding a new layer of complexity to these ethical issues. Virtue ethics encourages marketers to develop moral character that prioritizes the dignity and welfare of consumers over mere profitability. Transparency and respect for consumer autonomy become essential virtues that secular and Christian marketers must uphold in an era where data-driven targeting can easily cross ethical boundaries. Ultimately, applying the VBM leads to responsible marketing practices rooted in virtues that recognize the intrinsic worth of each individual, resonating with Christian ethical principles of love, justice, and humility.

References

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