Marketing Manipulation in the 21st Century

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.