MOTIVATIONAL AND MANIPULATION CONSUMER SPHERES OF CONSUMPTION
Abstract
Manipulation in the trade is becoming widespread. While in other spheres of life manipulation leads directly to the implementation of behavior and bypasses the needs and the level of awareness in general, in the sphere of consumption it stimulates creation of the need for the goods at first and only then it deals with the consumer behavior. In this regard the article substantiates the necessity of differentiating such a category of consumer consciousness as need-manipulation sphere of consumption and its comparison with the need-motivational aspect. The schemes of creating demand for a product through manipulation and motivation are presented from the standpoint of subjectivity psychology
About the Author
O. S. Posypanova
K. E. Tsiolkovsky Kaluga State University (KSU K. E. Tsiolkovsky)
Russian Federation
Candidate of Psychology, assistant professor, the chair of Social and Organizational Psychology
Russian Federation
Candidate of Psychology, assistant professor, the chair of Social and Organizational Psychology
References
1. Dyer D., Dazell F., Olegario R. Procter&Gamble. The path to success: 165 years of experience building brands. M.: Alpina Business Books, 2005. 524 p.
2. Dotsenko E. L. Psychology manipulation: phenomena, mechanisms and protection. The 3rd ed. M.: Rech, 2003. 304 p.
3. Kara-Murza S. G. Manipulation with consciousness. M.: Algorithm, 2004. 528 p.; M.: Eksmo, 2005. 832 p.
4. Ries Al., Trout J. Positioning. The battle for the minds. SPb: Piter, 2001. 256 p.
5. Ryumshina L. I. Manipulative techniques in advertising. Training manual. M.: Mart, 2004. 240 p.
6. Feofanov O. A. Advertising. New technologies in Russia. Study guide for training the professional experts in the field of advertising. SPb.: Piter, 2000. 384 p.
7. Cialdini R., Martin S., Goldstein N. The psychology of persuasion. 50 proven ways to be convincing. M.: Mann, Ivanov and Ferber, 2013. 224 p.
8. Sheinov V. P., the Hidden control person: the psychology of manipulation. Minsk, AST, 2009. 431 p.
9. Shostrom E. Man-manipulator. M., April-press, 2008. 192 p.
10. Angel J. F., Blackwell R. D., Miniard P. W. Consumers’ Behavior. SPb.: Piter, 10th ed., 2007. 944 p.
11. Danciu V. Manipulative marketing: persuasion and manipulation of the consumer through advertising // Theoretical and Applied Economics. Volume XXI. 2014. # 2(591). P. 19-34.
12. Smallwood K., Hall J., Ohlms S. The 7th Sneakiest Ways Corporations Manipulated Human Behavio, 2012. P. 23-36.
Review
For citations:
Posypanova O.S. MOTIVATIONAL AND MANIPULATION CONSUMER SPHERES OF CONSUMPTION. Dagestan State Pedagogical University. Journal. Psychological and Pedagogical Sciences. 2016;10(1):16-21. (In Russ.)
Views:
51
Email this article 