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Ethical decision-making is an important aspect of any companys work, as it allows business owners and their employees to evaluate the effects and consequences of their choices and actions. To evaluate ethical principles and their effects, this essay will analyze an article published in The Globe and Mail on the way restaurants design menus to make their clients spend more money. The views on moral rights, consequences, and measures that restaurants should take appear to be different when seen from the perspectives of Utilitarianism and Kantianism.
There are some ideals and consequences that may be at stake as a result of the strategies that restaurants deploy in order to attract more customers. For example, the restaurants trustworthiness and reputation can be compromised if clients become aware of its manipulations. It can be evidenced by the fact that some customers are not as loyal after they discover that their favorite restaurant has been using psychological tricks on them (Bank, 2018). However, this seems unlikely, as psychological marketing strategies are used by many businesses nowadays; most people have already become accustomed to this and do not view them as something outrageous or highly unethical. For the same reason, it is difficult to define what moral rights are violated in this case. It can be argued that the fact that restaurants use marketing tricks does not violate any essential moral rights, such as those recognized by law. Nevertheless, they violate moral principles, which include the integrity and honesty of the business, as well as fairness to the customers, concern for others, and accountability.
Utilitarianism supports the idea that decision-makers should make choices that will prove to be most useful for people, generating greater happiness for the majority. A Utilitarian would therefore suggest that the restaurants activities consequences should be the managements main concern. Thus, the chosen article can be viewed from two different standpoints. On the one hand, it can be suggested that the restaurants integrity and accountability to their clients would increase the loyalty of the latter, as restaurant guests would value honesty and transparency. On the other hand, different tricks and strategies, such as creating elegant and descriptive labels on menus, have been proven to make visiting restaurants a more enjoyable experience for customers (Bank, 2018, par. 8). Therefore, consequences in both scenarios can cause positive and negative feelings, and it is difficult to assess which one would serve the principle of utility in the most effective manner.
In turn, the ethical theory of Kantianism claims that it is not the consequences of the action that should guide people in making a decision. This theory suggests that focus instead should be placed on the immediate intentions of the decision-maker. Goodwill and duty are considered to be integral parts of morality in Kantianism. Therefore, Kantian ethics would place a much greater emphasis on these aspects of ethical decision-making in the workplace. For example, the fact that the restaurants management intentionally presents the values in a way that manipulates customers perceptions would violate the principle of goodwill. This intention is based on the desire to raise sales and promote the interests of the business. In addition, Kantianism suggests that individuals should develop and utilize their ability to think and act as rational beings since reasonable thinking is essential to make ethical decisions.
It can be concluded that although moral principles may have been violated by the restaurants discussed in the article, there was no severe violation of moral rights. Most people probably would not be surprised by the fact that restaurants use relatively harmless psychological tricks. A Utilitarian viewpoint would suggest that consequences, such as customers happiness, should be the main guideline in business. A Kantian, on the other hand, would recommend adhering to the principles of morality, such as goodwill and duty, while being guided by rational thinking. Like with many philosophical issues, there might be no right answer; therefore, decision-makers from the article can be recommended to weigh all the viewpoints and factors carefully before choosing a course of action.
Reference
Bank, S. (2018). Menu Science: The subtle ways restaurants get you to spend more. The Globe and Mail. Web.
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