Effectiveness of a Counselling Program to Develop Consumers Awareness of Electronic Marketing Deception Techniques and its Relationship to the Ability to Control Purchasing Behavior Patterns

Document Type : Original research articles

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Department of Homes and Institutions Management, Faculty of Home Economics,, Helwan University, Cairo, Egypt

Abstract

The research aims to prepare and implement the effectiveness of a guidance program to develop consumers’ awareness of the methods of practicing electronic marketing deception in its three dimensions (deception in promotion, deception in the quality of the product, deception in price) and its relationship to the ability to control patterns of purchasing behavior in its four dimensions (the ability to Controlling the pattern of rational purchasing behavior, the ability to control the pattern of emotional purchasing behavior, the ability to control the pattern of compulsive, impulsive and reactive purchasing behavior, the ability to control the pattern of ostentatious purchasing behavior). The basic research sample consisted of (320) consumers, and the experimental study sample consisted of (80) consumers from the lowest quartile of the same basic research sample and with the same conditions, who had low awareness of methods of practicing electronic marketing deception and the ability to control patterns of purchasing behavior.

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