Tina Vukasović – DOBA Business School, Maribor, Slovenia
Kristina Ljubičić – AGE job School Maribor , Slovenia
DOI: https://doi.org/10.31410/ITEMA.2021.103
5th International Scientific Conference on Recent Advances in Information Technology, Tourism, Economics, Management and Agriculture – ITEMA 2021, Online/virtual, October 21, 2021, CONFERENCE PROCEEDINGS published by the Association of Economists and Managers of the Balkans, Belgrade; Printed by: SKRIPTA International, Belgrade, ISBN 978-86-80194-51-6, ISSN 2683-5991, DOI: https://doi.org/10.31410/ITEMA.2021
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.
Keywords
Manipulative advertising; Manipulative techniques; Deceptive advertising; False arguments; Emotional persuasion; Conscious consumer; Conscious advertising
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