Markeing Manipulations as Way of Customer Behavior Transformation

Abstract

For Russian companies, the majority of which only recently have approached philosophy of marketing, the research of customer behavior manipulation is becoming objectively necessary, as it can provide successful functioning in conditions of changing market, including changes caused by the pandemic. Today the theory of customer behavior manipulation is a theory of management that requires new approaches and that influences and regulates the format, possibilities and scales of goods and service consumption. The author investigates manipulation as a form of communication with customer, as an act of interaction and contact with him/her, including a set of methods allowing to impel the customer to buy at the moment of uncertainty expressed in hesitation and questionable choice. The article pays special attention to the most important and effective methods of influencing patterns and preferences of customer behavior and underlines the role of manipulative technologies used by marketers to transform customer behavior. The author gives characteristic to current manipulative technologies and at the same time highlights possible prospects and expediency of developing new efficient manipulations to attract digital natives, who become a priority target group of consumer market.