IS IT ETHICAL TO USE PSYCHOLOGICAL TACTICS TO BENEFIT THE ECONOMY? Sabrina Yeung, Year 12, Keller It is vital to consider whether the uses of
However, to make that exclusivity appeal to work
psychological ‘tricks’ in areas such as marketing
in the long run, the company must act on what
and advertising are ethical or not. There are a
they have said since empty claims tend to be
multitude of ways in which individuals can be
counterproductive. Overall, I think that it could
manipulated to behave in certain ways, but
be beneficial in some ways to promote exclusivity
whether it is ethical or not is still in debate, even if
in order to help companies increase their retained
it leads to overall benefits in the economy.
profit, but it would only be ethical as long as the companies
know
the
extent
to
which
they
One way in which they do so is by promoting
implement this. It would not be ethical to exploit
exclusivity. Advertisements are created in a way
the consumers, especially because it is easy for
such that people can feel that they are part of an
them to spend more if they are on a higher tier of
exclusive group. For instance, a company may try
membership. The status gives them the feeling of
to promote that only certain, prestigious people
confidence although the primary purpose is so
would be a good fit for their product, thus
that consumers would be “tricked” into spending
enticing customers to purchase their product.
more.
Companies often try to take advantage of this and therefore have the potential to exploit their
Another way in which marketers can employ
customers. One of the most well-known examples
psychology to appeal to consumers is through
of this exclusivity is in the American Express
advertising emotional ideas. It has been suggested
tagline,
Its
that emotional and psychological appeals resonate
Privileges”. Another example is a customer loyalty
more with consumers than feature and function
program, where each band of customers have
appeals. The benefits from the purchase of the
different statuses, such as gold and platinum.
product often outsell the factual information on
People who are labelled more “superior” than the
the features of the products as they would have
others tend to spend more, and those in “regular”
more of a clear and positive influence on the
classes are not affected. People like being part of
customer’s life. For example, demonstrating how
groups that imply some superior quality or level
a new phone will make a customer happy, tends
of status that has their approval. Even when given
to make them more likely to make a purchase
an artificial reason, people tend to take action in
rather than explaining how it works. In this case,
order to feel like they belong to an “elite” group of
this tactic would still be ethical to enact as there
people.
are no clear disadvantages in doing so, as long as
Issue 1 | 26
which
reads
“Membership
Has
