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Reverse psychology tactics in contemporary marketing

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Recent years have seen the growing use of innovative tactics by certain firms in the areas of product planning, advertising and sales promotions whereby they appear to flout many of the conventional marketing principles. They include such ploys as shops without names, shuttered-down shop windows, product items that are deliberately offered in limited quantities, brands that are unabashedly product-centric instead of customer-centric, limited item choices and quixotic advertisement messages. Such approaches now seem to be better able to attract and engage the customers, who are typically media-worn and blasé from overmarketing. Moreover, these new marketing tactics resonate well with the younger generation since they are more sceptical towards the self-laudatory, superiority claims that marketers have traditionally made in their communications. However, not many marketing scholars and practitioners are fully informed of the developments. This article examines the reverse psychology phenomenon from the perspective of both theory and practice and delineates the rationale, scope and ramifications underlying these new approaches.
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Document Type: Research Article

Publication date: 2016-09-01

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