How can an understanding of consumer behaviour be used to manipulate consumers?
Contemporary organizations have recognized the importance of understanding consumer behavior to allegedly enable them to design appropriate strategies that would cater to the diverse needs and demands of these clientele, and therefore drive to the ultimate goal of increasing profits. There have been various studies which aimed to determine whether an understanding of consumer behavior could in fact be used to manipulate consumers. First of all, consumer behavior is defined as “a discipline dealing with how and why consumers purchase (or don’t purchase) products and services”
. Likewise, the meaning of consumer behavior is also revealed that it is “