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Manipulative marketing: persuasion and manipulation of the consumer through advertising

Author

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  • Victor DANCIU

    (Bucharest University of Economic Studies)

Abstract

The manipulation through advertising became an issue the consumers are facing on almost a regular basis. This practice move away the mission of marketing that of meeting the needs of customers and widens the asymmetries of power between the company and the consumer. Many of manipulative advertisements are difficult to prove because of their controversial nature and content. This paper is about how the companies use the stimuli, the techniques and the mechanisms of advertising to manipulate the consumers. At the same time, it advances some suggestions about the diminishing of the manipulative practices. The effectiveness of these solutions will depend on the observance of some principles by the companies which advertise in areas where they and the consumers can find mutual goals and interests.

Suggested Citation

  • Victor DANCIU, 2014. "Manipulative marketing: persuasion and manipulation of the consumer through advertising," Theoretical and Applied Economics, Asociatia Generala a Economistilor din Romania / Editura Economica, vol. 0(2(591)), pages 19-34, February.
    • Handle: RePEc:agr:journl:v:xxi:y:2014:i:2(591):p:19-34
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    Citations

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    Cited by:

    1. Annye Braca & Pierpaolo Dondio, 2023. "Developing persuasive systems for marketing: the interplay of persuasion techniques, customer traits and persuasive message design," Italian Journal of Marketing, Springer, vol. 2023(3), pages 369-412, September.
    2. Wiktor Jan W., 2022. "Reception of the Marketing Communication Function in the Light of Enterprise Research," Marketing of Scientific and Research Organizations, Sciendo, vol. 46(4), pages 75-92, December.
    3. Katarzyna Sanak-Kosmowska & Jan W. Wiktor, 2020. "Empirical Identification of Latent Classes in the Assessment of Information Asymmetry and Manipulation in Online Advertising," Sustainability, MDPI, vol. 12(20), pages 1-17, October.

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