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Unethical Advertising Techniques and Their Impact on Consumer Shopping Habits
Abstract
Sellers and marketers use different strategies to maximise profits, focusing on personalised advertising experiences influencing customer behaviour. However, the advertising industry's varied approaches include unethical practices, such as deception, explored in this chapter. Through a two-part research study, the initial phase involved participants completing a survey. Findings indicated that consumer awareness of deceptive advertising can impact shopping habits. Follow-up interviews with 15 participants provided insights into how deception influenced their behaviour changes. The study, involving 284 individuals, revealed that consumers share negative experiences, potentially harming companies. Proposed implications based on the research include stricter oversight with legislative updates, promoting ethical advertising, redefining advertising literacy, and developing educational programs to address these issues.
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