Marketing Deception as a Hidden Factor Influencing Consumer Behavior: An Analytical Study of Consumer Attitudes toward Consumer Products

This study aimed to investigate deceptive marketing as a hidden factor influencing consumer behavior, through an analytical exploration of consumer attitudes toward consumer products. The researcher adopted a descriptive and analytical methodology to highlight and analyze the concepts relevant to the study topic and to extrapolate the findings. A survey was conducted with a sample of 400 consumers who regularly purchase consumer products and have either current or previous exposure to marketing advertisements delivered via traditional or digital channels. To achieve the study’s objectives, a questionnaire consisting of 24 items was designed to collect primary data from the sample. Data were then collected and analyzed accordingly. The study yielded several key findings, most notably: There is a statistically significant effect of deceptive pricing on consumer attitudes toward consumer products.

Promotional exaggeration significantly affects consumer attitudes. The study also found a statistically significant impact of dark patterns, such as forced continuity, hidden costs, and manipulative design, on consumer attitudes. Based on the results, the study presented several recommendations, including: For marketers and companies: adopt transparent and ethical marketing practices, and avoid deceptive pricing or hidden costs. For consumers: increase awareness of deceptive marketing techniques and avoid relying solely on first impressions from advertisements.