Yes...But Ethical?

Through Predictably Irrational and some other videos we have been watching, much of what we've been covering a similar underlying message: we as consumers respond to small cues and often make irrational decisions due to those incentives.  So recognizing this, we as marketers can utilize this understanding in ways to in the bottom line, make the cash registers ring.  But are we just after their money?   Or is there some other "higher" obligation we have to our customers?  Is using these type of tools in our marketing toolbox ethical? 

From one point of view, yeah it is, because we can argue that consumers get the utility they pay for.  In regards to the wine video, researchers literally witnessed the consumers having more enjoyment out of the "more expensive" wine when they were under the MRI.  So, regardless of the actual quality of product, the consumers are paying for a perceived utility of a good/service and in the end they get it.  The means is irregardless.  They're happy and we're happy.  Where's the problem? 

I think the issue becomes more grey when the consumers are not left off in a better place, like in the Subway scenario.  People actually ate more because they thought they we're eating healthy initially, so the extra eating was "justified."  The policy had a reverse effect.  (On a tangent - it always seemed irrational to me when someone goes to the gym, works their behind off, and then has a cheeseburger with chips and ice cream that evening, because they've "earned it."  Not only is this a nearly-bulimic behavior, it's irrational.)  So, if our marketing decisions are having a negative effect on our customers (who are people!), don't we have a "higher obligation" to their well-being?.  Understanding the cues that influence customer's incentives is a powerful - and humbling - thing.

But there again, there is a flip side of that argument.  The consumers should know what they are getting themselves into.  We are not making the decision for them.  They should know to only eat the sandwich, and ditch the cookies, soda, and chips for their own health.   So, where does the "blame" go - to the person who pulled the lever, or the person who escorted them there in the first place? 

I guess my answer, at least at this moment and on this post, is that yeah... it is ethical, provided we are ethical in our means, and don't intentionally/ aren't aware of causing them to be in a worse position.  Rule #1 - we must be honest and honorable!