All areas of marketing have been accused of trying to manipulate consumers.
Consumers nowadays are very aware of this fact, and know they are exposed to several
manipulation tactics daily. This can result into resistance and in the long term
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negatively affect companies. The main goal of this thesis is to examine the most
common used marketing tactics and the effects they have on consumers. On the road
to this, the way consumers form perceptions and make decisions regarding purchase
of goods must be taken into consideration.
Manipulation tactics are used throughout each step of the decision process. Key for
companies is to find out in which step exactly they must interfere and what way is the
most suitable to achieve their goals. There are numerous tactics used, all of which
have been proven to be successful among the years. Nowadays though, the emerge of
social media and internet in general has made it vital for companies to adapt to the
usage of digital marketing. This can be proven to be one of the most powerful
weapons.
All in all, marketing tactics have been proven to work and help boost sales and
awareness around products. The matter is to use them in the right way, ethically, in
best interest of both parts, both company and consumer. In this way, the boomerang
effect can be eliminated avoiding regret
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