The best manipulation technique is the one where the manipulated person doesn't realize they are being manipulated. In our daily lives, unfortunately, we can fall victim to the cunning of people very experienced in the use of manipulation techniques, both psychological and mental.
But, with what manipulation techniques can they try to mold us to their will without us realizing it and in what situations?
General psychological manipulation techniques
There are people who have developed and perfected an enormous ability to mask their real intentions behind certain behaviors. Since there is no defined pattern of manipulation, nor a single profile of a manipulative individual, and there are multiple manipulation techniques; it can be very difficult to detect when we are being victims of these deceptions to take advantage of us.
Let's look at some psychological manipulation techniques, then focus more specifically on manipulation techniques in advertising.
1. Coercing for benefit
Probably one of the oldest manipulation techniques used is to display brute force to make us do what they ask. Normally, it is usually combined with certain doses of aggressiveness, thus ensuring greater intimidation and, therefore, more chances that we will obey.
People with more passive profiles are very likely to give in to any of these pressures without showing resistance. Thus, the coercer knows that what he desires will be done. It is the main trait of antisocial personalities, which makes them lack basic social skills that would allow them to seek other more acceptable methods.
2. Emotional blackmail
This emotional manipulation technique is commonly seen among people who are connected by some type of bond or emotional tie (partners, family members, or friends, basically).
The emotional blackmailer's interest prevails, who will use guilt, provocation, and discomfort of their victim to manipulate them into giving in to their demands. Their weapons are constant threats about catastrophic consequences that will occur if what is demanded is not done, or trying to evoke pity and sympathy.
3. Belittling
Ignoring or despising another person is a very typical characteristic of manipulative people that is easily detectable if one pays attention. It is about that type of person incapable of recognizing the person they are talking to, especially dedicated to nullifying others' opinions and attacking through sarcasm or personal allusions everything they disagree with.
Under this psychological manipulation technique that acts as a shell, they hide an insecure personality afraid to face the world around them, which they consider hostile and dangerous.
4. Twisting your words
Where people who use the trick of word interpretation feel most comfortable is in groups of several individuals: from primary relationship nuclei, like family; to work or among friends.
The modus operandi they use is based on reworking the words of one of the chosen interlocutors, to give them a new meaning different from what was originally intended to be conveyed. With this old psychological manipulation technique, the aim is to embarrass the victim, making them understand that they have gone too far with their comment or that they have somehow hurt the distorter.
Thus, by reprimanding this attitude in front of others and altering its purpose, the distorter can end up appearing as the victim; while the real victim is seen as the villain of the piece.
5. Playing the victim
"Why does everything bad happen to me?" or "everyone is against me!" are the typical refrains heard from those who live too focused on their pain and are unable to admit any responsibility for their actions, so they attribute everything that happens to them to external factors (uncontrollable situations or third parties). Some call emotional manipulation techniques like this 'passing the buck.'
Through this discourse, they want to make others believe that he/she is the constant victim of others' abuses. Their tactic is to try to reach the listeners' hearts, so that they feel pity and/or guilt, so that, when their target lets their guard down, they will take advantage of the distraction to make a request for the other to fulfill.
Sometimes, the real victim realizes later that they have already been used, but they can't do anything because they have already served their purpose.
6. Constant flattery
Under a cloak of praise for our best abilities, flattering our qualities and appealing to our know-how; lazy people, afraid to act or incapable of doing so, intend to pass the reins of a situation they avoid facing, so that we are the ones who do what they never even considered.
Without knowing it, we can fall into the trap of feeling compassion for their words and feel so blinded by our ego, previously inflated with praise, that we end up doing what the manipulator doesn't want to do. Thus, if we fall into the trap, we will end up spending time and energy on a task that neither concerns us nor will be appreciated when we have finished it.
7. Gaslighting
This English term is used to designate a psychological manipulation technique that is often seen in abuse situations. The idea is for the abuser to make their victim believe that their psychological abilities are not functioning at full capacity and that the reasons they claim to be angry actually never happened.
This way, the victim is convinced that they were never promised what they are claiming, and they end up being blamed for inventing false memories. The consequence is the victim's discomfort, who will doubt something they were completely sure of, generating insecurity and questioning their thoughts; reaching the point of ending up apologizing, in the most extreme cases.
This is the perfect moment for the abusive person to attack the victim, already weakened, with reproachful comments like "do you realize how you've reacted over something trivial?" or "what's wrong with you isn't normal"; which only aim to further undermine their target.
Manipulation techniques in advertising
The field of advertising has improved its manipulation techniques since they began using typical Psychology techniques for their promotions. Let's look at some of the most obvious examples.
1. Classical conditioning and essential conditioning
Behavioral psychology has been of great help to the world of advertising and marketing, not only to explain learning processes and behavior.
On one hand, from Pavlov and Watson's classical conditioning, highly effective psychological manipulation techniques have emerged and are present in most commercial advertisements. When brands emphasize the positive points of a product and we see happiness reflected in the faces of the protagonists of the specific ad, they are using this classic type of conditioning.
On the other hand, Skinner's operant or essential conditioning is clearly seen when we are given free samples of a product in the supermarket, for example. The consequence is that if we try it and like it, we will buy it; if not, we won't.
2. Emotional marketing
Appealing to the customer's emotions is a very common trick in the commercial sector. Although it may seem that we decide after subjecting the alternatives presented to us to a rational analysis, many psychologists and experts in sales persuasion techniques consider that emotions are a key piece in our decisions.
According to them, our emotions serve as a reference when deciding on one option or another. Thus, what we associate with a previous positive experience will have more chances of being purchased or appearing more attractive to us. In this aspect, the design of advertising campaigns will play an important role.
3. Zeigarnik effect
It is a very effective psychological manipulation technique that plays with expectations and suspense. By employing the Zeigarnik Effect in the marketing field, it is expected to attract new customers.
We see it very clearly in previews of upcoming episodes of a series, which are included at the end of the current episode or projected in the form of an advertisement on television or the Internet. This generates in the audience an overwhelming need to see what happens in the next episode, thus generating excitement, ensuring that the loyal audience will be faithfully seated in front of the screen at the indicated day and time. This resource is known in the film and television field as a cliffhanger.