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Manipulation: An integrative framework of unethical influence in marketing

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  • Arango-Kure, Maria
  • Garz, Marcel

Abstract

Marketing practices are often criticised for manipulating people. However, the academic literature does not offer a clear consensus on what constitutes manipulative marketing and when it should be considered unethical. Relevant terms and concepts are often used interchangeably, which makes it difficult to assess the phenomenon and provide ethical guidelines for practitioners. This article develops an integrative framework to assess manipulation in marketing in clear distinction from other forms of influence, including coercion, intimidation, nudging, and persuasion. We identify intent/negligence and lack of consent as key conditions for manipulation, while deception and exploitation are mechanisms through which it takes place. In our framework, marketing tactics are categorised along two dimensions of the influence spectrum: freedom of choice and transparency of information. We provide a flowchart that can guide decision-makers through the process of assessing the characteristics and ethical implications of their actions.

Suggested Citation

  • Arango-Kure, Maria & Garz, Marcel, 2025. "Manipulation: An integrative framework of unethical influence in marketing," Journal of Business Research, Elsevier, vol. 197(C).
    • Handle: RePEc:eee:jbrese:v:197:y:2025:i:c:s0148296325002991
    DOI: 10.1016/j.jbusres.2025.115476
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