Abstract
Chinese as well as American business colleges are attempting to improve morality of their students due to recent scandals in both countries. This study investigates several beliefs and values, opportunism, and certain demographic variables that might contribute to the academic dishonesty of American and Chinese marketing students. The findings suggest that American marketing students who are young, tolerant, detached, relativistic, less religious, opportunistic, and negative tend to believe that academic dishonesty is more acceptable than do their counterparts exhibiting the opposite characteristics. Chinese marketing students who are male, detached, relativistic, less religious, opportunistic, and behaviorist oriented tend to perceive that academic dishonesty is more acceptable than do their counterparts. The results also reveal that the Chinese marketing students are more tolerant and detached than are the American marketing students, and they are less sensitive to the acceptance of academic dishonesty than are the American students.