Ethics of Manipulative Marketing Since products are the same in most cases, advertisers must ‘position’ the product to make the consumers feel the product enhances and strengthens their identity. To achieve this goal marketers have developed a series of research-based techniques to unethically manipulate people into buying their product. The practice of manipulating, or attempting to manipulate shoppers based on their self-esteem, ‘identity’ or other factors, is not a new one. Eighty-four years ago, in 1923, Helen Landon Cass advised merchandisers to, “Sell them dreams. . . after all, people don’t buy things to have things. . . They buy hope - hope of what your merchandise will do for them. Sell them this hope and you won’t have to worry...The end:
.....du/AS/PoliSci/Peffley/pdf/Blakeslee%2520NYT%252004%2520_If%2520You%2520Have%2520a%2520%27Buy%2520Button%27%2520in%2520Your%2520Brain,%2520What%2520Pushes%2520It.pdf+Blakeslee+NYT+04+_If+You+Have+a+%27Buy+Button%27+in+Your+Brain,+What+Pushes+It.pdf&hl=en&gl=us&sig=AFQjCNEarEapYuAaycsUa7cRN8QkpeQPkw> MacMahon , Jeff. “1C Lesson Plan for ‘If You Have a ‘Buy Button’ in Your Brain, What Pushes It?’” Breakthrough Writer. 13 October 2009. Accessed 18 October 2009. <http://herculodge.typepad.com/breakthrough_writer/2009/10/1c-lesson-plan-for-if-you-have-a-buy-button-in-your-brain-what-pushes-it-197.html Twitchell , James B. Lead Us Into Temptation: The Triumph of American Materialism. New York, NY: Columbia University Press, 1999.