Ethical Branding and Marketing

1     Older Adults, Aggressive Marketing, and Unethical Behavior

A Sure Road to Financial Fraud?

Ya’akov M. Bayer

Introduction

Telemarketing is a method of direct marketing and sales by telephone. Although many of the telephone calls are legitimate sales, telemarketing fraud has become a common phenomenon in recent years (Johnson, 2003).¹ Although estimates indicate that fraudulent telemarketing does enormous damage, relatively little empirical research has focused exclusively on deceitful telephone sales in recent years. With the rise of online commerce, the attention of many researchers moved from telemarketing to online fraud, but recent studies have shown that large-scale telemarketing scams continue to be significant (Policastro & ...