The growth in use of the internet has allowed millions of people to have daily access to masses of information on products available online. Internet users view hundreds of advertisements or commercial communications from sellers on a weekly basis, who mostly use legitimate sales tactics.
However, some use manipulative psychological techniques to convince consumers to take action.
We know that some advertisements appeal to our emotions and our identities to influence our buying behavior.
These activities can capture subconscious reactions from consumers, which is why some corporate brands hire marketing psychologists or neuromarketing experts to increase their revenue.
The line is thin between legitimate psychological techniques that target consumers' drives and manipulative techniques that instead influence them in an equivocal way.
These illegal manipulative techniques can be recognized by:
And here are some examples to better understand the techniques used by online merchants:
Furthermore, many of these techniques are based on the omissions of comments or negative characteristics of the product itself, or they use images that do not correspond to what the consumer will actually buy.
The consumer may be induced by this ambiguous or missing information to purchase a product that is not the one desired.
85% of people who buy products online are unaware of misleading information. And the tendency to trust and believe that all the information shown online on certain types of products is true does not lead the consumer to question whether or not to make a purchase.
Have you ever wondered if the characteristics of a product shown online are always complete and correct? Do you know how to avoid incorrect product descriptions?
It is not always easy to find your way around buying products online, here we give you some tips to make your experience on the web safer.
In summary we suggest you:
Now you know more about the manipulative tactics used by e-commerce store owners and marketers you’ll will be able to distinguish between the various offers available online, and you can avoid nasty surprises when buying.