How Companies use marketing and persuasive strategies

Topic: Companies use marketing and persuasive strategies to manipulate consumers into purchasing products and services they do not necessarily need.

Consumption governs people’s daily lives due to an abundance of products. The consumer controls society. This has birthed a phenomenon for consumers, an inherent desire to have more things that one may not necessarily need. The diversity of numerous goods and services reflects what people want or what they think they want. People are driven to buy products that either bring them satisfaction or status. This phenomenon has prompted different companies to devise marketing strategies to solicit people into buying goods and services permanently. Marketing has become an unavoidable part of daily life. There are other persuasion mechanisms that companies use to entice consumers into buying their products. This is dependent on the type of products and target market. The first tactic that often works effectively is using the cool factor primarily to target young consumers. They are made to believe the products make them fit into the popular culture of the time. The second is the use of compassion as a stimulus to purchase certain products. The consumer is told that a certain percentage of the money is donated towards a charitable cause if they buy a particular product. In my opinion, these are manipulation tactics whose main aim is to create mass appeal for specific products and services and, in essence, effectively controlling consumer behaviour. This is unethical behaviour that continues to persist. The consumer is just as guilty because they are willing participants in this saga, which entails companies manipulating their behaviours unscrupulously to gain a competitive advantage. In this essay, I will argue that.


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