What is fully ethical marketing?

Depicts the bidirectional influence of social context (cooperative vs. competitive) and user engagement metrics (hot takes v.s thoughtful consideration). In turn, the users's mindset (more automatic v.s more controlled) is impacted, which feeds into their response to your campaign goals (acting vs. learning)


Fully ethical marketing provides accurate information that is perceived as credible and that helps people to understand your value proposition.

Value propositions reflect both specific features and general human motivations, i.e., for social connection or personal agency.

When an idea is in anyway controversial or strongly associated with an identity – a broader audience can be reached by

(a) appealing to a cross-cutting identity (one that includes “both sides”)

(b) promoting the possibility of social connection with “the other side” by shaping social impressions and personal social goals

This is a central focus of my academic research.

At the same time, one can’t ignore that need for agency – to feel like an individual who is capable of accomplishing valued goals, both specific and general.

To promote a sense of agency:

(a) tailor the complexity of the message to the individual’s motivation and ability

(b) make it clear what understandings are “fit for purpose”

(c) be useful in a concrete way. In other words, make sure your product, person, idea, or behavior offers real value to others.