An Analysis of the Psychological Tactics Used in Marketing by Frontrow in Metro Manila

Abstract

In the 21^st Century, marketers have begun to understand how consumers actually behave rather than how they should behave. However, as the years have passed, competent marketers have begun to look beyond the science of decision making and into the broader realm of psychological science. And the relationship between marketing and psychology runs deeper than that. Previous studies only discussed the exploitative nature of multilevel marketing companies, and they did not realize the beauty in it. Accordingly, the researchers have decided to delve deeper into this topic and showcase the beauty and power of the psychological aspect present in the ever-changing dynamics of the business industry. This study aims to investigate how Frontrow agents use psychological science to persuade people to join and become distributors. Priming theory played a vital role in understanding and influencing how people behave. In this research, the priming helped the researchers determine and understand the actions of networking companies like Frontrow on the subsequent impact on customers. This study has followed a Convergent Parallel-Mixed Method Approach to collect, analyze and interpret the qualitative and quantitative data. A Google form was distributed to 20 Frontrow agents to understand what psychological tactics are they using in their marketing strategies. The researchers have used thematic and narrative analysis to understand the qualitative data to better understand their experiences when using different psychological tactics. Data tabulation, frequency distribution, and weighted mean are used for the quantitative data in order to get the extent of each psychological tactic. Based on the results, Frontrow agents use practically all psychological tactics in marketing their products. This psychological tactic in marketing has a significant impact on consumers’ interest in buying a good or service. According to the data gathered by the researchers, social proof and sharing one’s experience are the most commonly used psychological tactic.

Keywords: Psychological Tactics, Marketing, Frontrow

DOI: 10.7176/JMCR/90-03

Publication date:July 31^st 2023