Proposition of a Pleasurable-Ends Model of Manipulation in Marketing

Feurer, Sven; Fischer, Alexander (2021). Proposition of a Pleasurable-Ends Model of Manipulation in Marketing In: European Marketing Academy EMAC Conference 2021. Madrid, ESIC Business & Marketing School. May 25-28, 2021.

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Despite frequent accusations of manipulation by the public and the media, the debate within the marketing community has only just begun. We argue that, in the absence of a common position, broadening the community’s perspective to other domains can be fruitful. In this article, we adopt the perspectives of philosophy to better understand what constitutes undue manipulation in marketing. We propose a Pleasurable-Ends Model of Manipulation in Marketing that is based on the use of cues that alter the emotional attraction of some end relevant to consumers, such that this end appears more desirable, thereby making it more likely that consumers will buy to reach this end. Based on this definition, we discuss when manipulation in marketing is (un)ethical, and identify manipulation that violates consumer trust to be especially problematic. We close with a discussion of implications for marketing practitioners.

Item Type:	Conference or Workshop Item (Speech)
Division/Institute:	Business School > Institute for Marketing & Global Management Business School > Institute for Marketing & Global Management > Marketing Business School
Name:	Feurer, Sven and Fischer, Alexander
Subjects:	H Social Sciences > H Social Sciences (General)
Language:	English
Submitter:	Sven Feurer
Date Deposited:	08 Sep 2021 11:37
Last Modified:	29 Sep 2021 02:18
Uncontrolled Keywords:	marketing; manipulation; consumers
ARBOR DOI:	10.24451/arbor.15142
URI:	https://arbor.bfh.ch/id/eprint/15142