Today’s consumers are exposed to countless advertisements, both offline and online, each and every day. On one hand, informed consumers are not only more likely to make ethical decisions, but they also tend to be better consumers overall. On the other hand, marketing firms use manipulative tactics to focus on “impulse buyers” who are not informed prior to their buying experience and purchase products without taking the time to think through the purchase (Carrigan and Attalla). It is often claimed that it is unethical to target uninformed consumers in marketing campaigns because of the fact they cannot make informed decisions about what they are buying. However, this paper would argue that it is not necessarily unethical to target uninformed consumers, as long as the service or product being marketed is not harmful and the targeting campaign is not misleading.
It has been argued that it is ethical to target uninformed consumers when making decisions about marketing products. The justification for this product is based on rationality and consumer welfare. When more consumers will be attracted towards a business, it will not only enhance the reach of the business, but consumers will also be able to make rational decisions if they understand the information presented in the advertisement of the products. Targeting uninformed consumers also builds trust with consumers and leads to long-term success for businesses in the market. However, businesses should ensure that consumers are being treated fairly, ethically, and without any exploitation when extending their reach to new customers in the market. By providing clear and concise information about the products, businesses can better educate their customers and provide them with the knowledge they need to make informed decisions (Malkoc et al.).
In conclusion, targeting uninformed consumers is an important strategy for businesses to establish trust and loyalty with their customers. In the long run, organizations that focus on providing accurate and helpful information to their customers are more likely to reap the rewards of long-term success in the market. Consumers will be more likely to remain loyal and trust an organization or business that has demonstrated a commitment to providing quality products and services.
Works Cited
Carrigan, Marylyn, and Ahmad Attalla. “The Myth of the Ethical Consumer–Do Ethics Matter in Purchase Behaviour?” Journal of Consumer Marketing, 2001.
Malkoc, Selin, et al. “When Thinking Positive Gets the Better of Us: The Role of Optimism in Uninformed Consumer Choice.” ACR North American Advances, 2011.
Cite This Work
To export a reference to this article please select a referencing stye below:
