Agarwal, Varsha2025-02-132025-02-132022-11-012320-2882https://atlasuniversitylibraryir.in/handle/123456789/522ISMEThis research paper highlights manipulative marketing. Manipulative marketing is done so smoothly that it never feels like marketing. In this day and age, the marketing strategies are changing so rapidly to adapt to the consumers demands. The purpose of the paper is to study and analyze various manipulative marketing tactics. The other key component of the research paper is to understand consumer behavior. A very important aspect of buying behavior is psychological needs and self esteem which is clearly elucidated by Maslow’s hierarchy of needs. Statistical data has been analyzed to give the consumers perspective on manipulative marketing. Another key factor discussed is the marketing term ‘puffery’. An overview on manipulative marketing and insights into buying behavior and consumer psychology is briefly touched upon.enmanipulative marketingcustomer retentiontacticsbuying decisionspsychological needsbrandsBook chapter