Manipulative Technologies in the System of Influence on Consumer Behavior

The article is dedicated to the study of theoretical and practical aspects of the use of manipulative technologies in the system of influencing consumer behavior under conditions of changing consumer behavioral characteristics and the development of information and communication technologies. The essence of the concept of manipulation is revealed as a conscious, purposeful activity, a universal tool of marketing communications, a type of hidden sociopsychological influence on the psyche, consciousness, and instincts that transforms consumer behavior. The main goal of marketing manipulations is outlined as follows: to encourage and motivate consumers to make certain decisions or purchases, as well as the characteristic features of manipulation, based on which the appropriateness of distinguishing manipulative influence from other types of psychological influence is justified. Classification features are highlighted, and the types of marketing manipulations by consumers and the areas of their application are characterized. Special attention is paid to the methods and technologies for utilizing these techniques in modern advertising to shape the necessary consumer behavior. Emphasis is placed on the possibilities of neuromarketing for the purpose of investigating the efficiency of manipulative technologies. Since the manipulative influence on consumers can be both positive and negative, the prospects for further research should be directed towards exploring ways to protect against the destructive impact of manipulative technologies that contradict consumer interests and may cause harm.