For the first time, field observation research is conducted in a natural, controlled environment (i.e., classroom) to investigate ethical decision-making of college students. One hundred twelve (112) students enrolled in four Principles of Marketing classes in a southeastern US university participated in the study. The findings reveal that given the opportunity to cheat, 100% of students that were not sensitized to the importance of ethical behavior cheated. Furthermore, a number of these students made a conscience effort to cover up their actions. For sensitized students, some engaged in cheating while others did not. Recommendations for developing marketing curriculums are offered.