283 KB0 KB200920252023Ljubičić, KristinaVukasovič, Tinaštevilka:112 str.letnik:15DOI:10.32015/JIBM.2023.15.1.2COBISSID_HOST:158756099ISSN:1855-6175URN:URN:NBN:SI:doc-3RPSTFH1enDoba EpisMednarodno inovativno poslovanjeconscious advertisingconscious consumerčustveno prepričevanjeemotional persuasionfalse argumentslažni argumentimanipulative advertisingmanipulative techniquesmanipulativne tehnikemanipulativno oglaševanjeTrženjeVedenje potrošnikovzavestni potrošnikzavestno oglaševanjeManipulation in the world of marketing| Manipulacijev svetu trženja|Every day we are participants in various marketing advertisements. Wherever we turn at every turn, we can see at least one bit of marketing and try to communicate businesses to their products or services through marketing activities. Tempting sentences at once distract us and intrigue us to continue reading or watching a commercial or marketing view. The purpose of the research is to look at where and in what marketing activities manipulation is hidden and how and how marketing tricks using manipulation tactics influence the change in our attitude of behavior and attitude of buying certain advertised products or services. Research with a method of experiment has assessed aspects of manipulative advertising, their execution, and expected impacts on consumer behaviour in general about any purchase of a product or service worldwide. Analysis of the collected primary data revealed that manipulation in marketing is quite common and occurs at every step and has begun to be one of the main players when creating marketing ventures and actionsVsak dan smo pod vtisom različnih marketinških oglasov. Kamor koli se obrnemo, na vsakem koraku lahko opazimo vsaj kanček trženja s katerim skušajo podjetja preko marketinških aktivnosti komunicirati s potrošniki. Mamljivi stavki nas hkrati zmotijo in navdušijo, da nadaljujemo z branjem ali ogledom reklamnega oglasa. Namen raziskave je pogledati, kje in v kakšnih marketinških aktivnostih se skriva manipulacija ter kako marketinški triki s taktikami manipulacije vplivajo na spremembo našega vedenjskega odnosa in odnosa do nakupa določenih oglaševanih izdelkov ali storitev. Z metodo eksperimenta smo ocenili vidike manipulativnega oglaševanja, njihovo izvedbo in pričakovane vplive na vedenje potrošnikov na splošno. Analiza zbranih primarnih podatkov je pokazala, da je manipulacija v trženju precej pogosta in se pojavlja na vsakem koraku ter je postala eden glavnih igralcev pri ustvarjanju marketinških podvigov in akcijTEXTznanstveno časopisjejournalsSlovenian National E-content AggregatorNational and University Library of SloveniaDOBA Fakulteta za uporabne poslovne in družbene študije Maribor