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Wrapping It All Up

In: Marketing Manipulation A Consumer’s Survival Manual

Author

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  • Michael Kamins

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.

Suggested Citation

  • Michael Kamins, 2018. "Wrapping It All Up," World Scientific Book Chapters, in: Marketing Manipulation A Consumer’s Survival Manual, chapter 15, pages 225-232, World Scientific Publishing Co. Pte. Ltd..
    • Handle: RePEc:wsi:wschap:9789813234710_0015
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    More about this item

    Keywords

    Marketing; Consumer Behaviour; Pricing; Product; Promotion; Distribution;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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