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Abstract This research study examines the ageless human debate of the body versus the soul, testing leadership in the industry of building constructors. Based on Kohlbergian theory of cognitive moral development, the multidisciplinary literature review advances the proposition that moral development proceeds in waves of egoism, leading to altruism that is couched in power—“the apple of the eye.” The results from respondents of the Iowa Architects Institute of America (n = 93) indicated that, despite their higher education and aesthetic interests, the sample of architects ranked low on moral maturity level compared to the average of the Defining Issues Test data bank as a whole. Principled scores were 36.4 for architects and 39.1 for the data bank. This research also compared the moral maturity of intra‐industry groups in marketing dyads consisting of architects, contractors, and suppliers using analysis of variance. Again, it was expected that architects with higher education and aesthetic interests would rank highest. Findings of post hoc comparisons revealed no significant difference in moral maturity level between architects and contractors engrossed in the same power paradigm (p = 1.00), yet a significant difference existed between architects and suppliers (p = 0.024). This implication is consistent with the teleological ethical pattern that is prevalent in research studies of salespeople.
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