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Using one of the major domains of macromarketing -ethics -this paper aims to introduce the Bayesian network (BN) method and demonstrate its added value for macro-level decision makers. Bayesian networks are particularly important for macromarketers because they allow researchers to analyze a domain from a system perspective. The BN approach is considered one of the most powerful tools for observing system changes. The method can also deal with multiple variables at once, which can lead todoi:10.1177/0276146715607620 fatcat:yzvtguxfuvbonmmk4mwfmbdkdm