In an increasingly competitive market, some companies resort to deceptive marketing tactics that mislead consumers. Here are ten common strategies you should be aware of to make more informed purchasing decisions.
1. Hidden Fees and Surcharges
Many businesses, especially in travel and telecommunications, advertise low prices only to add hidden fees and surcharges later. This makes the actual cost much higher than the advertised price.
2. Bait and Switch
Bait and switch is one of the most well-known marketing tactics. With this strategy, companies advertise a product at a low price to attract customers, but when it’s time to make the purchase, the product is mysteriously no longer available.
3. Misleading Claims
Companies sometimes use vague or scientifically unsupported claims to promote their products. Phrases like “natural” or “clinically proven” can be used falsely to imply benefits that aren’t backed up by evidence.
4. False Scarcity
Creating a false sense of urgency, like claiming an offer is available for a “limited time only” when it isn’t, manipulates consumers into making quick decisions without full consideration. Take your time when making a purchase.
5. Manipulative Packaging
72% of consumers in the United States make buying decisions based on the packaging. Companies use this to their advantage with oversized or overly decorative packaging that entices customers to make a purchase. Sometimes the packaging is better than the product.
6. Hidden Subscription Models
Be careful if you sign up for a free trial of a product or service. The company may be baiting you and eventually automatically subscribing to you and charging you later, often for a higher rate than advertised. Never enter your credit card information upfront.
7. Misleading Comparisons
Comparative advertising can be deceptive. This is when companies compare their products against much inferior or irrelevant products, giving the illusion of superiority. You’ll often see this strategy in action in paper towel commercials.
8. Preying on Fear
Manipulative marketing tactics can appeal to a consumer’s emotions, or in some cases, their worst fears. For instance, if the company is selling an alarm system, they may exaggerate the likelihood of a home invasion.
9. Astroturfing
Astroturfing is when a company creates an illusion of grassroots support for a product, where in reality, the endorsements or reviews are paid for by the company. This can mislead consumers about the product’s popularity and effectiveness.
10. Complex Loyalty Schemes
Loyalty programs with complex rules and conditions can deceive consumers into thinking they will receive more benefits than they actually will. Often, this leads to the customer spending more money than they originally planned.
Don’t Be Deceived
As a consumer, it’s your job to look for the warning signs and watch out for manipulative advertising. Recognizing these deceptive marketing tactics can help you avoid falling prey to dishonest brands who are just after your hard-earned money. Be informed and vigilant at all times.
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Alyssa Serio has been a writer and editor since graduating from Aurora University in 2014. In her free time, she loves reading, playing volleyball, and watching any horror movie (even the bad ones) with her husband.