Ethical marketing is based on values of transparency, honesty and respect for consumers.
Their approach focuses on building long-lasting relationships based on mutual trust, rather than making short-term gains through questionable practices. However, ethical marketing is not a universally adopted practice. The pressure to meet financial targets can lead to questionable behaviour, underlining the need for effective regulation and constant vigilance by relevant authorities. The Federal Trade Commission (FTC) in the United States, for example, receives a considerable number of complaints each year relating to misleading advertising and unfair marketing practices, imposing fines and penalties on offending companies.
Despite the challenges, more and more companies are recognizing the strategic importance of adopting ethical marketing practices. Building strong and lasting relationships with customers is considered critical to long-term success, as consumer trust becomes a valuable asset that drives business growth and sustainability. In this context, corporate social responsibility and ethics in marketing emerge as fundamental pillars in modern business management.
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The use of psychology in strategic marketing and advertising processes can be a sensitive and controversial topic, as it raises questions directly related to the ethics and morality of influencing consumer behavior. While it is true that some marketing practices may draw on psychological principles to better understand consumer needs, desires, and behaviors, the line between legitimate use of this knowledge and manipulation is not always clear.
Psychology in marketing is used to understand how people perceive, process, and respond to marketing stimuli such as advertisements, brand messages, or shopping experiences. This may involve using techniques such as market segmentation, designing persuasive messages, or optimizing the user experience on a website. However, the key lies in how this psychological knowledge is applied. For example, using psychology to improve the communication of a product and highlight its legitimate benefits may be considered an ethical practice. But when psychological techniques are used to manipulate emotions or create an artificial sense of urgency in order to drive sales, it crosses the line into manipulation.