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I Consume, Therefore I Am: Marketing – Necessity or Manipulation? (2)– Psychosocial Reflections

Year 2025, Volume: 22 Issue: 2, 604 - 626, 25.08.2025
https://doi.org/10.24010/soid.1663327

Abstract

Marketing is no longer merely a neutral economic activity concerned with the distribution of goods and services; it must be re-evaluated as an ideological and manipulative force that shapes the individual’s psychological structure, social relations, and cultural values (see Article I). One of the earliest critics, Levitt (1960), introduced the concept of marketing myopia, criticizing businesses for focusing narrowly on their products and technologies while neglecting the actual needs of consumers. Today, however, researchers and theorists argue that marketing has become a central instrument in maintaining the continuity of the capitalist system, one that adversely affects individuals (Calvert, 2015; Dittmar et al., 2014; Fardouly & Vartanian, 2016; Floridi, 2014; Harris et al., 2019; Klein, 1999; Lanier, 2018; Matz et al., 2017; Nairn & Fine, 2008; Packard, 1957; Primack et al., 2017; Richins, 2017; Sheth & Sisodia, 2006; Turow et al., 2015; Turkle, 2011; Twenge & Campbell, 2018; Žižek, 1998; Zuboff, 2019).

The epistemological narrowness of traditional marketing thinking has framed marketing purely within the logic of profit maximization, neglecting its psychological, social, and ethical implications on individuals. Yet marketing now operates as a form of consciousness engineering, directing mechanisms of desire, fear, and satisfaction, shaping identity perception and societal values, and turning the consumer into a passive object. In this sense, marketing functions not only as an economic tool but also as an apparatus of socio-individual domination, with the capacity to steer democratic processes and transform the structure of societal consciousness.

The integration of emotions such as narcissism, anger, fear, and envy into marketing strategies disrupts the consumer’s inner equilibrium and manipulates decision-making processes. The “meaningful connection” function proposed by Kotler and Keller (2016) has, in today’s context, been replaced by exploitative practices targeting the subconscious. Practices such as status consumption, artificial need creation, and perception management trap individuals in a cycle of chronic dissatisfaction and loss of self-worth. While the ideal consumer identity is portrayed as omnipotent, in reality, it is reduced to a state of passivity surrounded by cognitive overload, attention fatigue, and psychological vulnerability.

Consumer behavior, accelerated by hedonic adaptation, has transformed into a structure in which satisfaction is constantly postponed and re-produced through more consumption. As such, marketing contributes not only to economic and ecological unsustainability but also to the erosion of individual freedom and psychological integrity. A system built on speculative profitability and artificial desire urgently requires restructuring around an ethical and sustainable paradigm that centers the multilayered nature of human existence. Otherwise, marketing will continue to operate as a mechanism of domination that targets the unconscious, weakens individual will, and transforms people into passive objects of consumption.

This study aims to analyze the psychosocial effects of marketing on the individual—particularly in the context of narcissism, fear, anxiety, status consumption, and artificial need creation—by unpacking the deep and increasingly complex relationship between human psychology and consumer behavior.

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Tüketiyorum, Öyleyse Varım: Pazarlama - Gereklilik ya da Manipülasyon? (2) Psikososyal Yansımalar

Year 2025, Volume: 22 Issue: 2, 604 - 626, 25.08.2025
https://doi.org/10.24010/soid.1663327

Abstract

Pazarlama, artık yalnızca mal ve hizmetlerin dağıtımını düzenleyen nötr bir ekonomik faaliyet değil; bireyin psikolojik yapısını, toplumsal ilişkilerini ve kültürel değerlerini biçimlendiren ideolojik ve manipülatif bir güç olarak yeniden değerlendirilmelidir (bknz. I. makale). Erken dönem eleştirmenlerinden Levitt’in (1960) pazarlama miyopluğu kavramı, işletmelerin yalnızca kendi ürün ve teknolojilerine odaklanarak gerçek tüketici ihtiyaçlarını göz ardı ettiklerini belirtirken, günümüz araştırmacı ve kuramcıları pazarlamanın günümüzde kapitalist sistemin sürekliliğini sağlayan, bireyi olumsuz etkileyen merkezi bir araç hâline geldiğini savunmaktadır (Calvert, 2015; Dittmar vd., 2014; Fardouly ve Vartanian, 2016; Floridi, 2014; Harris vd., 2019; Klein, 1999; Lanier, 2018; Matz vd., 2017; Nairn ve Fine, 2008; Packard, 1957; Primack vd., 2017; Richins, 2017; Sheth ve Sisodia, 2006; Turow vd., 2015; Turkle, 2011; Twenge ve Campbell, 2018; Zizek, 1998; Zuboff, 2019). Geleneksel pazarlama anlayışının epistemolojik dar görüşlülüğü, pazarlamayı salt kâr maksimizasyonu çerçevesinde ele alarak onun bireyler üzerindeki psikolojik, sosyal ve etik etkilerini göz ardı etmiştir. Oysa pazarlama, bireylerin arzu, korku ve tatmin mekanizmalarını yönlendiren bir bilinç mühendisliği olarak çalışmakta; kimlik algısını ve toplumsal değerleri şekillendirerek tüketiciyi edilgin bir nesne hâline getirmektedir. Bu bağlamda, pazarlama yalnızca ekonomik değil, aynı zamanda toplumsal-bireysel tahakkümün bir aracı olarak da işlev görmekte; demokratik süreçleri yönlendirme ve toplumsal bilinç yapısını dönüştürme kapasitesine sahip bir ideolojik aygıta dönüşmektedir. Narsisizm, öfke, korku ve haset gibi duyguların pazarlama stratejilerine entegre edilmesi, tüketicinin içsel dengesini bozarak karar alma süreçlerini manipüle etmekte; Kotler ve Keller’in (2016) öne sürdüğü “anlamlı bağ kurma” işlevi, günümüzde daha çok bilinçaltını hedef alan sömürü pratikleriyle yer değiştirmektedir. Statü tüketimi, yapay ihtiyaç üretimi ve algı yönetimi, bireyi sürekli tatminsizlik ve özdeğer kaybı içinde tutan bir döngüye hapsederken, ideal tüketici kimliği omnipotent gibi sunulsa da, aslında bilişsel aşırı yüklenme, dikkat tükenmesi ve psikolojik kırılganlıkla çevrilmiş bir pasifliğe indirgenmiştir. Hedonik adaptasyonun hızlandırdığı tüketici davranışları, tatminin sürekli ertelendiği ve daha fazla tüketimle yeniden üretildiği bir yapıya bürünmüş; böylece pazarlama yalnızca ekonomik ve ekolojik sürdürülemezliğe değil, bireysel özgürlüğün ve psikolojik bütünlüğün zayıflamasına da neden olmuştur. Varlığını spekülatif kârlılık ve yapay arzu üzerine kuran bu sistemin, insan doğasının çok katmanlı yapısını merkezine alan etik ve sürdürülebilir bir paradigmayla yeniden yapılandırılması zorunludur. Aksi takdirde pazarlama, bireyin bilinç dışını hedef alarak iradesini zayıflatan ve onu edilgen bir tüketim nesnesine dönüştüren bir tahakküm aracı olarak işlev görmeye devam edecektir. Bu çalışma, pazarlamanın birey üzerindeki psikososyal etkilerini, narsisizm, korku, kaygı, statü tüketimi ve yapay ihtiyaç üretimi bağlamında ele alarak, insan psikolojisiyle tüketim arasındaki bu derin ve giderek daha karmaşık hâle gelen ilişkinin çözümlemesini amaçlamaktadır.

References

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  • Cho, C.-H., & Cheon, H. J. (2004). Why do people avoid advertising on the internet? Journal of Advertising, 33(4), 89-97.
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  • Gabriel, Y., & Lang, T. (2006). The unmanageable consumer. Sage.
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Details

Primary Language Turkish
Subjects Recreation, Leisure and Tourism Geography
Journal Section Articles
Authors

Atila Yuksel 0000-0001-5916-1464

Early Pub Date August 15, 2025
Publication Date August 25, 2025
Submission Date March 22, 2025
Acceptance Date July 17, 2025
Published in Issue Year 2025 Volume: 22 Issue: 2

Cite

APA Yuksel, A. (2025). Tüketiyorum, Öyleyse Varım: Pazarlama - Gereklilik ya da Manipülasyon? (2) Psikososyal Yansımalar. Seyahat Ve Otel İşletmeciliği Dergisi, 22(2), 604-626. https://doi.org/10.24010/soid.1663327

Seyahat ve Otel İşletmeciliği (Journal of Travel Business) is licensed under a Creative Commons Attribution-NonCommercial 4.0 International (CC BY-NC 4.0).

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