Dark Side of Marketing: Manipulative Techniques in Advertising, Digital Media, and Their Role in B2B Marketing

Abstract

This thesis explores the landscape of manipulative marketing techniques. It examines howpsychological tactics, technological tools, and strategic communication are used to influencedecision-making, often in ways that bypass conscious awareness and ethical standards. The study begins by analysing the historical evolution of manipulation in marketing, fromtheearlydays of simple advertising in the 1960s, to today’s hyper-personalised digital advertising poweredby artificial intelligence (AI) and Big data. It aims to show how traditional persuasion has shiftedintodata-driven practices that exploit cognitive biases and behavioural patterns, challenging thelinebetween influence and unethical manipulation.The thesis also investigates the psychological andethical consequences of these practices. Techniques such as dark patterns, emotional triggers, and algorithmic targeting are proven to undermine user autonomy, especially when directedat vulnerable populations or used without previous consent. The concept of "digital market manipulation" is discussed as a key element for understanding how modern marketing shapesconsumer and organisational behaviour. Special attention is given to the role of AI and real-timedata processing in creating predictive manipulation strategies. In B2B settings, manipulationofteninvolves more subtle approaches, such as information asymmetry, relationship leveraging, andalgorithmic pricing models, techniques that create long-term dependencies and disrupt fair decision-making. A cross-context analysis reveals significant differences between B2CandB2Bmanipulation in terms of tactics, emotional engagement, regulatory frameworks, andpower dynamics. The findings show that while both sectors use manipulation, they do so in waysthat reflect their structural differences. The study concludes by evaluating existing regulatory efforts, noting that current frameworks often fail to keep pace with technological advancements. It streamsfor more proactive, transparent, and ethically grounded approaches, that inlude “ethics by design” and process-oriented regulation, in order to reduce societal risks of manipulative marketing. By offering both theoretical and practical insights, this thesis contributes to a deeper understandingof manipulative marketing and calls for stronger ethical standards in the design and governanceof marketing strategies in a digital age.

Date of Award	2025
Original language	English
Supervisor	Tanja Spennlingwimmer (Supervisor)