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Healthy Skepticism Library item: 7441

Warning: This library includes all items relevant to health product marketing that we are aware of regardless of quality. Often we do not agree with all or part of the contents.

 

Publication type: Journal Article

O'Toole B.
Four ways we approach ethics.
J Dent Educ 2006 Nov; 70:(11):1152-8
http://www.jdentaled.org/cgi/content/full/70/11/1152


Abstract:

Most people use four different approaches when making ethical decisions. Some people use one approach predominantly, while others vary their approaches according to the circumstances. In either case, the approaches usually are chosen unconsciously. A main source of conflict in decision making occurs when two parties argue or negotiate their positions from different moral approaches, for these different moral approaches are not convincing to one another. People may be persuaded to change their minds only when a stronger position is raised within their own moral approach. The different moral approaches are the principle, consequences, virtue/character, and moral sentiment approaches. Conflicts in decision making can become easier to resolve when decision makers first recognize they are using different moral approaches and then choose to negotiate within the same moral approach.

Keywords:
principles, consequences, virtue/character, moral sentiment MeSH Terms: Culture Decision Making Dental Care/ethics* Ethical Theory* Ethics, Dental* Health Services Accessibility/ethics* Health Services Needs and Demand Humans Moral Obligations Negotiating Principle-Based Ethics Social Values United States

 

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Cases of wilful misrepresentation are a rarity in medical advertising. For every advertisement in which nonexistent doctors are called on to testify or deliberately irrelevant references are bunched up in [fine print], you will find a hundred or more whose greatest offenses are unquestioning enthusiasm and the skill to communicate it.

The best defence the physician can muster against this kind of advertising is a healthy skepticism and a willingness, not always apparent in the past, to do his homework. He must cultivate a flair for spotting the logical loophole, the invalid clinical trial, the unreliable or meaningless testimonial, the unneeded improvement and the unlikely claim. Above all, he must develop greater resistance to the lure of the fashionable and the new.
- Pierre R. Garai (advertising executive) 1963