Deontological vs. Teleological Evaluations: A Meta-Analysis

Aimee Smith, Natalina Zlatevska, Rafi Chowdhury, Alex Belli

Research output: Contribution to conferenceAbstractResearchpeer-review


Although deontological and teleological evaluations are widely explored in relation to ethical decision making, their effects on ethical responses remain a disputed issue. This brings great relevance for public policy makers when developing communications and interventions to encourage compliance. A deontological evaluation is one’s rule-based evaluation whereas a teleological evaluation is one’s consequential evaluation. We conducted a meta-analysis of 316 effect sizes obtained from 53 research articles to investigate to what extent deontological and in which contexts teleological evaluations influence ethical judgements and intentions. Our findings reveal that the overall effect of deontological
evaluations on ethical responses is stronger than for teleological evaluations; however, the magnitude of effect is contingent on various moderators. Deontological evaluations are stronger in organisational contexts and when there are financial implications to the ethical issue. Whereas the effect of teleological evaluations is stronger when the issue involves the natural environment.
Original languageEnglish
Publication statusPublished - Dec 2022
EventAustralia & New Zealand Marketing Academy Conference 2022: Reconnect & Reimagine - Perth, Australia
Duration: 5 Dec 20227 Dec 2022


ConferenceAustralia & New Zealand Marketing Academy Conference 2022
Abbreviated titleANZMAC
Internet address


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