Abstract:
Since its evolution, the concept of marketing has always been a hot
trending topic to discuss. Where many organizations, based on their
effective marketing programs have persuaded their success and
touched the sky, many authors and thinkers believe that there is a
dark side of the concept of marketing and that is manipulation.
Today’s consumer is well aware and craves for privacy. Does this
intellect and security need of consumers provide hindrances for
today’s market? This research talks about the role of marketing as a
persuasive tool v/s the role of marketing as a manipulative tool, and
then it talks about the effect of these two sides of marketing on
consumer’s psychology and consumer buying behavior (purchase
intention).
