Wrapping It All Up

Michael Kamins

Chapter 15 in Marketing Manipulation:A Consumer's Survival Manual, 2018, pp 225-232 from World Scientific Publishing Co. Pte. Ltd.

Abstract: From the very beginning of this book, we have seen that the consumer can, at various times, be subject to marketing manipulation, ranging from tactics taken by the marketer to environmental stimuli, to feelings and exposure to marketing stimuli one had as a child which now impact decision making in the present. At the root of this susceptibility to marketing manipulation is the consumer’s tendency to utilize System I (or automatic) processing in decision-making (as discussed in Chapter 1) as well as the fact that oftentimes, once a decision is made, the consumer tends to follow the same decision rules resulting in brand loyalty as a consequence of inertia.

Keywords: Marketing; Consumer Behaviour; Pricing; Product; Promotion; Distribution (search for similar items in EconPapers)
JEL-codes: M31 (search for similar items in EconPapers)
Date: 2018
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