Imagine you’re in the airport, famished, waiting for a flight. You buy an enormous, puffed-up bag of potato chips. You tear into the bag, relishing the idea of stuffing yourself with salty, greasy goodness.

First, do no harm. This is a central theme of the modern Hippocratic Oath, a set of principles governing patient care that most medical schools administer to their students. Most, if not all professions, have some form of a code of ethics that outlines behavioral expectations, and marketing is no exception.

Picture this: You’re at a speed dating event and notice that many of your dates fall into one of three personality types.