Sample Management Paper on Manipulation Tactics used in Marketing

Manipulation is the act of influencing individuals’ behavior and perception about products. Organizations rely on manipulation techniques to build brand loyalty as well as ensure that their products remain competitive in the market. Every marketing strategy utilizes manipulation and organizations have to rely on ethical manipulation to entice their consumers. Everyday consumers are flooded with information from different channels and the brain shifts through the information only retaining information that it finds relevant. Organizations are aware of the fact that information is available everywhere so they have to ensure that their information sticks long enough in their consumers mind to make it relevant. Organizations utilize manipulative techniques such as omnipresence, appealing to consumers’ emotions and intimacy because it not only gains them consumers but also ensures brand loyalty.

Omnipresence is one of the manipulation tactics utilized by brands. Omnipresence means being present everywhere. Organizations that utilize omnipresence flood consumers with information about their products on every available platform that their consumers frequently visit. An organization can place an advertisement on television; you tube ads, newspapers and even bill boards which ensure that their clients are constantly reminded of the brand (Andrews, Leeuwen & Baaren, 2019). When the consumers are constantly made aware of the brand they are likely to consume it. Omnipresence is an effective tactic because as the brain shifts through information it has acquired throughout the day it is more likely to store information that it registered frequently as important.

Appealing to customers’ emotions is another manipulative tactic utilized in marketing. Consumers purchase an item because they resonate with its importance. People are not looking to understand the components of a gadget but rather understand how a product is going to help ease the need. Organizations identify a gap in the market and come with solutions and it is the marketer’s role to help consumers understand that their life would be much better if they consumed a given product (Phillips, 1997). Therefore, marketers manipulate their consumers’ emotions to sell their product.

In addition, organizations utilize exclusivity to manipulate their consumers. Consumers have a need to feel valued and so they will be loyal to an organization which meets this need. Organizations build trust in their consumers by giving them products which they believe will help ease their pain and using well known personalities to endorse their products (Coulter, R. A., Zaltman & Coulter, 2001). Organizations also constantly send messages to their clients to make them believe that the organization values them. Therefore, organizations make their clients feel special by not only keeping contact with them but also helping them attain exclusivity.

The advancement of technology has made it difficult for consumers to shield themselves from manipulative marketing. Individuals consume information from different platforms without even noticing. Organizations develop clearly developed messages aimed at swaying their consumers to buy their brand that individuals rarely notice that they are being manipulated (Andrews, Leeuwen & Baaren, 2019). for example, an individual who sees a soft drink advert on TV before going to work then sees a bill board of the same drink on his way to work and when he sits on his computer to work he sees a pop advert of the same drink will probably choose the soft drink when he needs one. The decision to buy the drink is due to the fact that he has been flooded with information about the drink and his brain registers the drink as the most favorite. Therefore, consumers cannot shield themselves from manipulative marketing.

Many people are not even aware that they are being manipulated to buy certain products. Individuals come across information without really needing it and it gets to stick in their brain. Organizations are aware that the only way to get across to their consumers is to do it in a subtle way. Therefore, organizations rely on tactics such as appealing to peoples’ emotions so that they can form a connection with their consumers. Once the consumers are hooked on the product the organizations make them feel valued so that they can remain loyal to the brand. Therefore, consumers do not in many cases have a choice whether to embrace manipulative tactics or not.

 

References

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Andrews, M., Leeuwen, M. L., & Baaren, R. B. (2019). Hidden persuasion: 33 psychological influence techniques in advertising.

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Phillips, M. J. (1997). Ethics and manipulation in advertising: Answering a flawed indictment. Westport, Conn: Quorum.

Coulter, R. A., Zaltman, G., & Coulter, K. S. (2001). Interpreting consumer perceptions of advertising: An application of the Zaltman Metaphor Elicitation Technique. Journal of advertising, 30(4), 1-21.

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