Challenges in the Era of Globalization - iaabd

Challenges in the Era of Globalization
Edited by Emmanuel Obuah
Is corruption an innovation? Extending the decomposed theory of Planned Behaviour to explain
corruption
Abstract
Richard Shambare, shambarar@tut.ac.za and Robert Rugimbana, rugimbanar@tut.ac.za
Tshwane University of Technology, South Africa
Although the vast body of literature on corruption suggests situational and individual factors contribute to corrupt
behaviour, there is little research focusing on the individual corrupt actors. This paper argues that corrupt
behaviour, as operationalised by the paying of bribes to acquire scarce publicly-produced goods and services, is a
pervasive consumer behaviour and an innovation. Accordingly, the decomposed theory of planned behaviour is
utilised as a theoretical basis to critically evaluate individuals’ intentions to act corruptly. More specifically, it is
argued that corrupt behaviour is determined by attitudes, subjective norms, and perceived behavioural control. The
paper concludes by proposing managerial and policy implications as well as suggesting avenues for future
research. Since not much has been written on corruption as an innovation, this study adds to the literature of
adoption theory and the understanding of corruption in the context of a developing country.
Introduction
To obtain goods and services, consumers pay a specific price stipulated by the seller. In addition to this
stipulated price, consumers sometimes give monetary gifts in the form of tips as incentives for good
service (Lynn & Withiam, 2008) or as bribes to facilitate acquisition of certain publicly-produced goods
and services (Dion, 2010). The practice of gift-giving, according to Lynn, Zinkhan, and Harris (1993), is a
pervasive consumer behaviour of substantial marketing importance. As such, is more than a curiosity; it
forms an interesting topic for research.
This paper considers payment of bribes to public officials, in particular motives influencing consumers to
pay bribes. First, the corruption literature is reviewed, highlighting the paucity of research in explaining
factors influencing individuals’ decisions to perform corrupt actions. Existing literature suggests that
situational and individual factors contribute to corrupt behaviour. It is therefore opportune to investigate:
(1) why consumers pay bribes? (2) What motives influence corrupt behaviour? This study addresses the
deficiency in the literature by proposing corrupt behaviour as a marketing phenomenon, which can be
studied using marketing theories in the decomposed theory of planned behaviour (DTPB). Finally,
avenues for future research are identified.
Literature Review
From a marketing perspective, it makes sense to understand motivations for consumption and the
associated consumer behaviours thereof. The literature consistently illustrates that consumers expect
efficient and prompt service (Parasuraman, Zeithml, & Berry, 1985), however, such expectations are not
always satisfied in the case of publicly-produced services for two reasons. Firstly, the scarcity of
resources means that public goods and services are not readily available (Camerer, 1997). Secondly,
government bureaucracy results in inefficient distribution of these services.
Consumers maximise their chances of acquiring public goods by bribing public officials. This is
particularly true in developing nations such as South Africa, where the problem of scarcity necessitates
creative ways of securing public services, including the paying of bribes (Camerer, 1997; Pillay, 2004).
Evidence from the literature (Agatiello, 2010; Aguilera & Vadera, 2008) confirms that the payment of
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