I think you’re right that probably all marketing would have to be ruled out as in general we’re preying on dispositions, preferences and in some cases weaknesses. I think in the conclusion I’ve come to there’s a fine line when it comes to ethics of various tactics. Personally, I agree that personal actions should be accountable to only the person. However, the ethical line comes when banks, finance companies etc. agree to give finance to people who are very close to the line when it comes to making repayments. It’s funny, we’re protected by so many laws that are incredibly cautious and conservative when it comes to how much we should be allowed to drink, how fast we should drive, but when it comes to how far we can stretch ourselves financially the line blurs. Extreme examples perhaps, but I hope you see the point.

I’ll still continue to use impulse tactics, but will certainly have a longer term aim to retain customers through the strength of the experience they have with the brands I look after.

Thanks again for your comments…

1. Claiming that impulse buying is “preying on a known human cognitive weakness” and so should be avoided, would generally rule out all marketing. Since you’re a student of marketing, I imagine it’s occurred to you that nearly all marketing is understanding human behavior and psychology. You alluded to that with targeting your products for particular demo- and psychographics.
2. Houses, cars, a college education and even credit cards are all being unethically marketed if the idea that someone being in your debt is unethical. Though you should live within your means as I point out as a key to becoming wealthy, http://ethicalbusinessbuilder.com/2008/10/26/the-first-3-steps-to-becoming-wealthy/, the idea that taking debt on, in and of itself, is unethical is a bit of a stretch.
3. In both instances, the question of this being unethical assumes the consumer doesn’t need to take responsibility for their actions. If your marketing is honest, it’s the consumer’s personal responsibility as to what they do and do not purchase.

Great post!