Assessing Distributive Justice in Marketing: A Benefit-Cost Approach

Abstract

Distributive justice, the fair apportioning of benefits and costs, is a social performance criterion in marketing and in organizational and other social contexts. In determining what is more or less just or fair, conflicts arise because of differing perspectives. Benefit-cost analysis offers an appropriate framework and method for evaluating and resolving these conflicts. This article examines several macromarketing issues, and policy alternatives are identified and evaluated. Some correctives that intuitively promise better outcomes, after more careful analysis, may not be more just. However, the principal contribution here is to demonstrate how the lens of benefit-cost analysis can aid in assessing both existing inequities and the effects of interventions intended to correct them. Finally, the limitations and implications of this approach to addressing this aspect of market performance are discussed.