Yes two months salary rule is proof that advertisers create needs by exploiting

Question

Yes two months salary rule is proof that advertisers create needs by exploiting human insecurity. It was created by the De Beers company which is in charge of large share of diamond market in the world. The consumer Autonomy is violated a new need is created by exploiting basic human needs. The advertisers pretend that they are fulfilling latent human desires and not creating it. But it is a case of exploiting human needs.

The two months salary rule focused on creating marketing campaign by putting highly emotive purchase and expectation on the consumer. It was pitted as essential part of greeting married and feeling honour. This calculation is a manipulative move which works on insecurity of people.

Explanation / Answer

Rae & Wong, Beyond Integrity, 3rd Ed. (Zondervan) 2012, ISBN: 9780310291107

Review Case Study 9.1 (pg. 384 of the text)

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