A desire to purchase goods and services is fostered by marketers. Marketers can incorporate manipulation tactics into their efforts to create mass product appeal, effectively controlling consumer behavior. This practice, however, is not permitted as per the American Marketing Association’s Statement of Ethics. This ethics statement incorporates the principles of maleficence and honesty as core components of ethical norms and values, respectively. These ethical principles are congruent with the technological capabilities that serve as the foundation of the digital era, as the digital era results in increased transparency. This transparency ultimately leads some corporations to adjust their marketing approaches, which others may or may not implement different forms of consumer manipulation.
Table of Contents
- Manipulation Tactics and Consumer Behavior: Creating a Desire to Purchase in the Digital Era
- The Digital Era
- What is Marketing?
- Historical Need to Identify the Truth
- Historical Call-to-Action
- The Digital Era
- Marketing in the Digital Era
Objectives and Key Themes
This work examines the ethical implications of marketing tactics in the digital era, specifically focusing on how marketers create a desire to purchase in consumers. The author analyzes the tension between traditional marketing practices and the increased transparency of the digital age.
- The impact of the digital era on consumer behavior and marketing practices
- Ethical considerations surrounding manipulation tactics in marketing
- The role of transparency in shaping consumer trust and influencing purchasing decisions
- The evolution of marketing strategies in response to the digital age
- The changing landscape of consumer influence and the rise of social media communities
Chapter Summaries
- Manipulation Tactics and Consumer Behavior: Creating a Desire to Purchase in the Digital Era: This chapter introduces the central theme of the book – the use of manipulation tactics in marketing to create consumer desire. It outlines the ethical dilemmas inherent in this practice, referencing the American Marketing Association's Statement of Ethics.
- The Digital Era: This chapter explores the transformative impact of the digital era on consumer behavior and marketing. It highlights the increased transparency brought by the internet and social media, making it more difficult for marketers to employ manipulative tactics.
- What is Marketing?: This chapter defines marketing as a multifaceted activity that involves delivering, creating, and communicating value to customers, partners, and society. The author explores the theoretical framework of marketing and its applicability to various exchange contexts.
- Historical Need to Identify the Truth: This chapter examines the historical context of consumer research, emphasizing the need to identify and address the "tainted truth" inherent in marketing practices. It discusses the importance of providing consumers with the tools and education to discern credible research from misleading information.
- Historical Call-to-Action: This chapter explores the historical calls for reform in consumer research and the need for unbiased information to inform the public and advance societal interests.
- The Digital Era: This chapter further examines the influence of the digital era on consumer behavior, particularly the rise of social customer communities and the shift towards peer-driven influence over traditional advertising.
- Marketing in the Digital Era: This chapter explores the evolving nature of marketing in the digital era, highlighting the need for increased fluidity and a departure from traditional compartmentalized approaches. It discusses how companies are adapting to the changing consumer landscape and the implications of horizontal competition.
Keywords
This work explores the critical concepts of consumer behavior, marketing ethics, digital transformation, transparency, social media influence, and the ethical implications of manipulation tactics in a technologically advanced environment. It sheds light on the evolving relationship between marketers and consumers in the digital age, emphasizing the importance of honesty and ethical practices.
- Citar trabajo
- Jar Tiautrakul (Autor), 2019, Manipulation tactics and consumer behavior. Creating a desire to purchase in the digital era, Múnich, GRIN Verlag, https://www.grin.com/document/490950
