Some people in our lives are more influenced by marketing techniques then others. What is a term for someone who gives in to the the powers of persuasion issued by the marketeers?

For example, a woman who must buy everything peddled by a Kardashian. Or a man that must own a new full size truck despite not having professional need for one in order to be a "real man".

Oftentimes I observe people engaging in this behavior to the detriment to their own and their family's finances.

  • 2
    "A marketer's dream".
    – Hot Licks
    Oct 31, 2016 at 18:11

5 Answers 5



This word is widely used in works on marketing research. For example, in PsychCentral there is an article titled The Psychology of Advertising, which says:

Walter Dill Scott published a book on advertising in 1903 called The Theory and Practice of Advertising. Interestingly, he asserted that people were highly suggestible and obedient.

Scott wrote “Man has been called the reasoning animal but he could with greater truthfulness be called the creature of suggestion. He is reasonable, but he is to a greater extent suggestible” (Benjamin & Baker, p. 119-120).


Gullible comes to my mind: "Easily duped or cheated." Impresssionable could also work: "Easy to influence."


The idiom that comes to mind is to "be a slave to (something)". The meaning given by Free Dictionary is:

To be unduly influenced by or care too much about something; to spend too much or time or energy on something.

When I've heard it, the "something" in the phrase is most commonly "fashion," and this use fits your everything-peddled-by-a-Kardashian example- such people are slaves to fashion. The truck owner might be a slave to masculine ideals, perhaps. I suppose that slaves to marketing, or maybe slaves to a good gimmick, could also work in general.

Of course, my own term for such types is simply gullible.

  • lol +1 for gullible!
    – Pete B.
    Oct 31, 2016 at 17:49

You asked for a phrase. I will make one up for you.

A sucker for a good ad campaign.

or if you want something that sounds more negative:

A sucker for slick advertising

Collins: 3. (slang) a person who cannot resist the attractions of a particular type of person or thing: he's a sucker for blondes


Victim of marketing is an expression used in advertising/marketing contexts:

  • Did you see that new Foot Locker commercial? The timing was perfect, and watching Tyson hand Holyfield his ear was hilarious. So when I went to the mall and saw signs for the “Week of Greatness” sale, the commercial came to my mind — and I almost bought in.

  • The commercial did its job. Fortunately, I stopped before laying down the credit card.

From: moneyning.com

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