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StitcherIf you ever feel like you’re being lured into spending, you’re probably right. Because marketers have mastered the art of playing on your emotions just like cults do! In this episode, Jen and Jill are joined by Dr. Mara Einstein of Buy Now! The shopping Conspiracy to break down how brands tap into your pain points, build a sense of community, and keep you stuck in a cycle of doom scrolling and spending.
The cult of our time is consumerism.
Sponsors:
- Being up front. In today’s episode we’re gonna talk about deceptive marketing and advertising. And we’re not going to shy away from the fact that this podcast is supported by advertising. We do our best to ensure the advertising is as relevant as possible. Our goal this year is to be more selective and create a more holistic approach to that advertising but we want to thank you for your support and equip you with the tools to discern whether the products and services being marketed to you are appropriate for you or not. We also talk about it in The Friendletter, where we bring tools to help you for FREE.
Check out some relevant episodes
Dr. Mara Einstein is an internationally recognized expert on deceptive marketing tactics. After working for a decade in corporate marketing for some of the biggest names in the business, she left for academia.
She is the author of eight books, including “Hoodwinked: how marketers use the same tactics as cults.” You might also recognize Dr. Einstein from “Buy Now! The shopping Conspiracy,” the Netflix documentary about overconsumption, marketing, and its impact on society and the planet.
Parallels of Marketing and Cults
According to Dr. Mara, marketing has a concept called the marketing funnel. At the top is awareness, followed by consideration, where the deciding factor takes place, and then conversion, where the purchase happens. Over time, this leads to loyalty. This pattern is similar to a cult, except with a bit of deception—because it doesn’t fully reveal its true nature until you’ve already bought in.
If there’s one thing brands and cults have in common, it’s that they create community. The key way to recognize this is to ask yourself: “Is someone trying to make me part of a group before I even know anything about them?”
How Cults Hook You
Dr. Mara explains how cults hook people into their communities. She says they start by identifying your pain points—whether it’s concerns about your kids, job, or financial situation. Then, they push on those struggles to get you to buy in. If not, they bring you into an introductory class—a free session with a teacher. But in reality, it’s just a setup for a sales pitch by the end.
The way they shape your mindset is by saying things like, “If you really care, you’ll find a way.” An example she gives is nonprofit colleges, which focus on getting people in the door to take advantage of the federal loan system.
Marketing Mimicking Cults
In her study, Dr. Mara interviewed marketers about this concept. As she revealed the focus of her research, marketers either acknowledge that this is exactly what they do, while others were just realizing it for the first time. This proves the point that marketing thrives on our engagement, especially in the digital age.
In a society fueled by anxiety, brands take advantage of this by creating a cycle—doom scrolling → anxiety → more doom scrolling → purchase. Because when anxiety builds up, people seek relief through buying.
How To Protect Yourself From These Tactics
- Put your phone down. Find reasons not to walk with your phone.
- Turn off location. Don’t let people know where you are.
- Social media detox. Take a day off away from doom scrolling.
- Assume that everything is sponsored. If somebody looks like they’re trying to sell you something, they’re probably getting paid for it.
- Get involved in your local community. Interact with your neighbors more!
Can you recall a recent ad or marketing tactic that felt cult-like to you?
- Dr. Mara: ‘He gets us’ campaign (‘people you may know’ documentary)
- Jill: Barbie movie was an entire ad for Chevrolet
- Jen: A brand saying paper towels are more hygienic than rags.
Get more from Dr. Mara
Website: drmaraeinstein.com
Instagram: @drmaraeinstein
Bill of The Week
Thank you Dr. Mara for sharing your bill about Bill Figgerbachy – voice of spongebob square pants!
Thanks so Much for Listening!
Thanks so much for listening. We love love love reading your kind reviews of Buy What You Love Without Going Broke and we especially loved this one from:
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I had the opportunity to read an advanced copy of this book, and it has already been incredibly eye-opening and personally beneficial! Unlike traditional personal finance books that focus solely on saving more and spending less, this one takes a refreshing approach. The authors focus on aligning your spending with personal core values. The concept of determining what your values are, what you want to spend your money on and planning to spend your money on the things that matter seems so simple but it's so impactful. What I appreciate most is their non-judgmental tone.
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