The marketing and persuasion strategies employed by companies are unacceptable and have a negative effect on consumer behaviour.
Modern consumer behaviour has its roots in mass production which Henry Ford first introduced in 1910(Stuart). He instituted a line production system that allowed for mass production. The goal of mass production was to make production more economical. Initially, this process was limited to the production of car engines. However, more innovation led to this technology being used in the production of other consumer goods. Mass production could only be sustainable if there were dynamic markets both horizontally and vertically(Stuart). Manufacturers stop targeting a small elite but instead produced products that could be consumed nationwide. This meant that the cost of production was significantly reduced, enabling them to make astronomical profits. The business model changed, with the primary focusing being the consumer. Modern advertising emerged as a consequence of mass industrial production. This is the only way that industries could reach the consumer. Advertising was used as a means of efficient creation of new consumers and to control how a particular product is consumed. The design of ads was grounded on social psychology to manipulated consumers into buying products. The belief was that a consumer perceived themselves based on how other people perceived them. If one person buys a particular product, their friend will most likely buy the same. To stimulate a consumer to purchase a product, the focus was beyond its utilitarian value and intrinsic qualities. The aim was to satisfy the consumer needs but rather the productive capitalistic needs. This behaviour has evolved and continues till today, and one of the tactics is the appeal to compassion as a mechanism to stimulate customers into purchasing a particular product.
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