This dissertation was written as part of the MSc in Management at the International Hellenic University. Social economics is a field developing in high paces for the past decades. Economists and psychologists are trying to test human behavior and marketers, following their results, come up with campaigns and means for luring consumers in specific routes and decisions. Different techniques are used in different product categories depending on the level of involvement. It is very important to asses in which level can an individual alter his/her perception of marketing and get educated in persuasion techniques to assure a more beneficial lifestyle.
The aim of this study is to explore the decision-making process in low and high involvement conditions and measure the change of the perceived marketing knowledge after the introduction of real examples of marketing techniques.
To approach the above notions, an online questionnaire was distributed and the results of one hundred respondents were analyzed. Participants' responses were measured in two different conditions. Time 1 was the first-time respondents encountered the questions and Time 2 the second time respondents had to answer the same questions. Between Time 1 and Time 2 a page of marketing techniques examples was presented. The responses received showed a different decision-making process for a low involvement product opposed to a high involvement one and also illustrated a decrease in subjective knowledge scores implying that individuals are affected by the exposure to marketing tactics and this might be a way of education.
On this basis, it is recommended that researchers keep seeking for ways to educate people in the consumer behavior context, since there is room for experiments and individuals might understand better their biased nature once introduced to real time, everyday examples.
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