Marketing Manipulation in the 21st Century
Marketing Manipulation in the 21st Century

Author(s): Tina Vukasović, Kristina Ljubičić
Subject(s): Social Sciences, Economy
Published by: Udruženje ekonomista i menadžera Balkana
Keywords: Manipulative advertising; Manipulative techniques; Deceptive advertising; False arguments; Emotional persuasion; Conscious consumer; Conscious advertising
Summary/Abstract: The research assessed aspects of manipulative advertising, their execution, and expected impacts on consumer behavior in general regarding any purchase of a product or service worldwide. The research aims to guide quantitative consumer perception research through carefully designed and efficiently conducted research. The analysis of the collected primary data revealed that manipulation in marketing is very common and that it appears at every step and thus began to be one of the main players when creating marketing ads. Furthermore, respondents expressed concern about manipulative advertising of food brands and preferred that this advertising was often practiced on services as well. Research has proven that there is a largely hidden manipulation that at first glance is not immediately noticeable and is hidden in consumers primarily evokes the emotions of the need for the product, the desire to do the same, and ultimately the purchase.

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