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Marketing - Dissertation Example

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A. Provisional Title: An Investigation into the Negative Impact of Using Animal Testing for Cosmetic Companies B. Brief Background to the Proposed Subject Cosmetic testing on animals is an important concern, and is one that falls under the larger rubric of corporate responsibility when it comes to how a customer perceives an organization that tests on animals…
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Download file to see previous pages 110). While this is more pronounced overseas, as France and Germany have been shown in a study to take corporate stewardship more seriously than do Americans, Americans still believe that corporate responsibility is important – “a recent survey of some 2500 Americans found that 36 percent claimed they seriously considered a company’s corporate citizenship when deciding whether to buy its products” (Paine, 2003, p. 110). Moreover, if a corporation does actions that are disapproved of – say, it is revealed that the corporation conducts unnecessary and cruel tests on animals – this hurts the bottom line, and can lead to boycotts, which are a PR nightmare and can lead to a serious dip in consumers buying its products (Paine, 2003, p. 110). The reason why I chose this topic is because animal testing, especially when the testing is not necessary for advancements for human health, as is the case with cosmetics testing, is one that inspires much passion on either side of the question, and is an important element of corporate social responsibility. For some people, any kind of animal testing should be verboten, even if the testing is done in the interest of finding human cures. For others, animal testing might not be a problem because, after all, they are “just animals.” For still others, certain kinds of animal testing might be acceptable, especially if the testing would lead to a medical cure, while other types of testing, such as testing regarding cosmetics, would not be acceptable. How each of these groups view this element of corporate social responsibility would be the center of the inquiry. C. Aims and Objectives The aims of this project will be to discover the feelings of people from all three of the above groups when it comes to certain companies that use animal testing. Do they buy from companies that use animal testing? If not, why not? If so, why? Perhaps a passionate animal advocate might buy products from a cosmetic company that animal tests – what might explain this incongruence? Moreover, I am interested in discovering if companies that do not test on animals emphasize this fact in the advertising campaigns. Lastly, I am interested in finding out how these campaigns affect consumers, and whether or not consumers are less likely to buy from companies that are known to test on animals, and more likely to buy from companies that tout the fact that they do not test on animals. D. Initial Literature Review One of the questions that is of interest is why some people care more about animal rights than do others. The reason why this is an important question is because it can answer why certain consumers will not buy products from cosmetic companies that use animal testing, while others do not care either way. Unti and Rowan (2001) theorize that childhood attitudes accounts for who has more compassion for animals than others (Unti & Rowan, 2001, p. 27). Other theories state that the concern from animals comes to a concern for the oppressed (Unti & Rowan, 2001, p. 27). As to the question of whether companies emphasize their corporate social responsibility, there is some indication that they do not (Blyth, 2003, p. 16). As for the question about how corporate irresponsible practices, such as animal testing, affect consumers, it is useful to examine how consumers react to other corporate social irresponsible ...Download file to see next pagesRead More
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