The impact of marketing infantilism on the efficiency of market mechanisms

Abstract

This research aims to identify the mechanisms behind irrationality in consumer choice of commodities based on marketing communication strategies employed by companies and their understanding of consumers' sociological behaviour. From a reinterpretation of research evidence and an analysis of existing literature, the research examines whether the infantilisation of marketing activities stems from a mistaken notion of marketing, and a lack of understanding that marketing aims for mutual agreement and benefits for the supply and demand sides.

The argument relies on secondary studies and market analysis, such as the understanding of past and present market phenomena, factors, and processes. The present study applied exploratory data analysis to describe behaviours, needs, values, lifestyle and consumption models. The sources used included scientific papers, monographs, and reports by private foundations and commercial enterprises.

The analysis of literature revealed artificially created paradigms that frame the choice of commodity and a decline in the role of demand in creating supply - especially by individual clients. The paper proposes a need for changes in how marketing communication is seen and deployed, to limit consumption and human subjectivity.