It’s an obvious fact that the consumer are getting fanatic and not only fanatic but this has led them to develop a dark behaviour, several aspects of the dark side of consumer fanaticism; an area that has received limited empirical research attention (chung, 2009). Now according to the paper by Emily Chung , consumer are pretty much aware that what they are doing is the next level of buying or it’s an inclination, towards compulsory buying, but still they are ready to buy as they have become captivated by the charm of buying more , that has led to the development of fanatic behaviour .

But according to authors review the paper by Emily Chung  has tried to bring out the real meaning of being fanatic , but the author has not told anything about compulsive and impulsive behaviour , which some way or the other is a part of being fanatic. The depiction of the inferences is being done in paragraphs , which has made the process of analysing a bit complicated  , the six people that have been interviewed , if would have been shown through pie chart the understanding would have been much difference , when taking the data of six people through the interview method is adopted , but this could also be done with the help of any laboratory assessment or experiment, Chung and team could have collected the data by taking a sample of 100 respondents and then deciding upon the matter of fact  

The gap of compulsive and impulsive aspects have been already dealt in the last paragraph , where the author has clearly suggested that there is a great scope of adding the two terms in general specific way , the point of materialistic fanaticise is not being discussed , though in one of the example of toys, buying it can be reflected , but the concept is not being directly linked to it , Emily Chung has tried to bring out all the angles of fanatic behaviour ,but if the representation problem or any change in behaviour , is reflected through a line chart or bar graphs it could have been better. 

According to the author of the review the age 24-50 years can be implemented , it can be inferred from the chart itself that the consumer of 24 -50 years of age are more fanatic towards service aspect which include the things like Tupperware, banks or any other aspects. 

The review author recommends the implementation of the data in the following format to make it much more applicable to the grounds of judging upon the fragilities of Advertisement , another aspects that the terms Advertisement is not used by the research author. Therefore it is recommended to use the word or phrase Advertisement , or the impact of Advertisement, because all the examples and the interview and inferences suggest only one thing, that any of the individual cannot be so fanatic , unless he or she is being provoked to do so , and this provoking is being done only  by our well know frenemy Advertisement , making the dark behaviour of the consumer.    

Compulsive Behaviour and Role of Marketing Campaigns Making Consumer Dark 

It is very much advent from the research that has been made in the field of Advertisement or marketing campaigns that excessive daunting on the same thing again and again creates a kind of feeling which makes it compulsory to buy a product, what if an individual is being told repeatedly, some internal motivation automatically arise which leads to compulsive buying , and once the product is been compulsory bought or purchased, it becomes a habit easily. Like one know buying and using of Botox will result in decrement of mental and physical health, but just to be more presentable one uses it quite often . The concept of compulsive buying has been theorized as a response or answer to the void created in the life of the people. People try to fill the void and lack in the life, which creates a negative feeling, through buying of material possession and through compulsive buying (Moon, 2015) , the author of the research  paper has really done well in providing the clear information regarding what is compulsive buying, in this it is been clearly mentioned that it is all about having quantities , the author has already given the further aspect or to say a further view on the research paper, viz a viz impact of marketing on compulsive buying, conduction of empirical research to have a better view of the situation. 

Besides all these suggestions by the author himself , few more things have been recommended by the review author, firstly to add the term middle class to the study, as it is a but obvious thing that a middle class does lots and lots of compulsive buying just to showcase , their authority, and as a result of which, the behaviour turns dark and also at the same time creates a mental dissatisfaction at large. It is also recommended that only two aspects i.e.  anxiety and appraisal are being taken into consideration by Moin Ahmad in his paper, but there are other things also which are the causes or necessities of compulsive buying which include perfectionism , approval seeking , excitement seeking etc , therefore the review author suggest to add these elements also as a necessary aspect that will occur as an aftereffect of compulsive buying , so these things can also be taken into consideration 

In this research paper it has been discussed by the author how can the consumer be more attracted towards the marketing campaign , but as to how they are being allured by advertising this has not been shown , which also needs to be shown.

Advertising Creating Value through Multinational Companies 

It is true that the advertisement has created a great and a powerful impact on the economy , and talking about multinational companies, advertisement has done pretty well creating a value for them Lund summarized the task of advertising in the 1940s as: attracting attention, arousing interest, stimulating desire, creating conviction and stimulating action (Lund, 1947, cited in Vestergaard and Schroder, 1985) and these are still the key goals of advertising, though practices have changed dramatically in recent years (Ciochetto, 2011) . The paper is very well written but the problem that the review author has found is that the research has not been depicted by any trend or graph , only paragraphs and certain numeric digits are being made , rather than this a trend could be a better option to make an inference upon,  as it would become more comprehendible

India's advertising growth rate will continue to be robust over the next few years as companies across the board retain their brand-building and promotional budgets (Pinto, 2019) as mentioned in the periodicals of business standard the advertising will accelerate the growth of multinational companies and the things will  scorch day by day as shown in the figure1 

Source : With rapid growth, India's advertising sector eyes Rs 1-trillion mark, https://www.business-standard.com/article/companies/with-rapid-growth-india-s-advertising-sector-eyes-rs-1-trillion-mark-119021401329_1.html

But besides all this nothing has been cited about the aspect of middle class and their dark pattern that has metamorphosed everything both the author of research paper and  the article paper , have not mentioned anything pertaining to it, therefore it is recommended by the review author to mention this aspect also along with the scorching importance of advertising as multinational company and their main growth relies on what and how middle class behave and the problem in today’s era , may be post or pre Covid 19 people have become very dark in their outlook and behaviour. The author of the research paper clearly state that the advertising campaigns are great source of corporate profit , according to Lynne Ciochetto , it stimulate the consumer buying power , but this is a positive sign , but with the advent of it the darkness has still not gone in the behaviour of consumer, according to the review author , this point needs more attention to be depicted by Ciochetto, the author of research paper have cited 8 things that are the aftermath of the term advertising and of them most of the things creates dark behaviour , these include materialism, greed , chronic anxiety , disrespect of tradition , elders and many more of such things a like , are dealt with , but the review author suggest the degree or magnitude , i.e. to say up to what percentage does these effect the consumer making them dark in India. 

Advertising is often seen as irritating, repellent, laughable and manipulative, but inevitable, and though one would perhaps like to see less, there is a sense that it is not going to go away. (RW) , as mentioned by the author of the research paper Lynne it is seen as something which is irritating, but the degree or to say the magnitude of it is not being proposed by the author of the paper, which is recommended by  the review author , and also that if the representation of the degree of irritation , repellent , being manipulative are being represented by using a pie chart it would be more understandable and comprehendible.

The point is that in all the aspect mentioned up till now , it can be reviewed by the author that no specific criteria or percentage of number of people to be targeted are taken into consideration for the purpose to get a right figure how much have become dark and also the class and age aspect to be effected is not been dealt with , in both the paper the same thing has been recommended.  

It goes without saying that the term Advertisement is a need of hour , and the companies particularly the giant firms and organisation have gained lots of profit by the usage of it , but like there is a dark side to everything , the term advertisement has created a kind of throw away society and this can be seen by many of the examples , why it is always suggested to have new smart phone when your old smart phone works equally well , it is said that in the foreign countries people either upgrade the technology or they just throw it aways and this has been a key reason for calling advertisement our wonderful foe.

It is said and is always assumed that the advertisement arrest the interest of the consumers and at the same time creates a brand loyalty , but the same brand is been disliked also , and the reason is our very dear friend advertisement , the author while reading a paper find many of the reason which makes it clear as to why brand dislike a dark side of consumer behaviour came into existence.

Advertisement Crafting Brand Dislikes creating Dark Consumer 

These consumers explicitly reveal their scepticism toward the marketing system and they engage in resistance practices in order to distance themselves from structures and systems they consider oppressive and coercive. (Daniele Dalli, 2012). In the paper cited by the author , it is a clear-cut depiction as to what are the major aspects that really account to the dislikes of a brand by the consumer in general . A survey was been conducted in which students of 20-25 years have participated and have come across various reasons as to why the brand is not liked by them and a three segment have been established viz-a-viz , product brand , user brand and corporate brand it each of the three has their different reasons of dislike that ranged from price fluctuations , to product quality , to the type of advertisement, primarily comprising of misleading ads . 

The paper by Daniele has presented a clear view of the likes and dislikes , but the study is been focused upon a particular age, and at this age it is always been seen that the change in taste and pattern and lifestyle happens at random and also the peers group effects a lot at this age , so according the reviewer, the age should have been a little more bent towards the aspect of say 30-35 or 40  maybe at this age the brand dislikes and the reasons would have been more sensible and more accurate , the reviewer in no sense criticising the age pattern selected as at this age you are at times very particular about few things , but still the choice of age if would have been slight towards the high range the result would have given a different outlook , secondly it could be traced that the respondent who were been surveyed the questions didn’t seems like an open ended question , so the dearth of these questions were also been felt. 

Though both compulsive and impulsive aspect have been taken by the author , but according to the reviewer , the factors of compulsive and impulsive were being restricted to few things like eating abouts were only considered , which made the study a little narrowed rather than answering to the questions of brand likes and dislikes , the paper boiled down to the likes and dislikes of a certain age group , which could have been better if the age group would have been in late 30s to 40s , as at this age the sense of understanding and the real knowledge of buying could have been adopted or learned 

Source : James Ashley Feb 17, 2017 , Negative & Positive Effects of Advertising https://medium.com/@James.Ashley/negative-positive-effects-of-advertising-9242650ae767

The reviewer would like to express that in an article by James Ashley it has been a clear-cut explication of the term that advertisement has done and does to well for any multinational corporation and companies but if we look at the flip side of the coin , its not that a particular age or a particular grade of consumers ie to say a class of consumer , which have become dark or has adopted a dark behaviour , but in general the consumer as a whole entity became dark. And the reasons could be many which can be explicated with the help of a graph , that the reviewer has prepared upon his own learning.

The reviewer has surveyed and found in the city Lucknow that 40% advertisement are based upon the aspect of being unrealistic in nature , we all are very much aware of the fact that there are two types of buyers compulsive and impulsive as already been discussed in the last few paragraphs ,but what actually accounts to this behaviour is a kind of unrealistic assumption ,which sometimes seems to be prosthetic in nature , like say for example learning English in just 90 minutes , is something which even experts cannot do , so why is the company claiming of such a thing. So a new kind of unrealistic prosthetic world , with no emotions , and developing a kind of throw away society as already discussed in the previous few paragraphs. 

The discussion has been done a lot about what are the things which advertisement has crafted to make a dark world of consumer , now the reviewer would like to discuss something or some part about a specific class of consumer that have been hit with a bang by our friend and enemy advertisement , and that is middle class, it is the middle class that is been effected by the advertisement creating the dark behaviour in people, the reviewer has pointed in the previous paragraphs that the consumer as a whole entity has been turned dark by the Advertisement , but it cannot be negated at any cost that middle class consumer is being effected the most by the upcoming conventional and unconventional way of advertisement.

Advertisement Advancing Middle Class to The Next Level i.e. The Dark Behaviour 

Talking about a paper by Krishan Kant Pandey BBDNITM, in one of the literature review the author has cited  that the average Indian shopper was not very brand conscious, but quite price and quality conscious. It was found that single (un–married) consumers are more price conscious than married consumers. Indian consumers are recreational in their shopping (Patel, 2008), but the author has not focused on the aspect of middle class, and is targeting the Indian shopper in general. It is true that the middle class pays to much attention on price and also on the aspects of quality, and the consumer particularly the middle class has an unusual bend towards these two attributes , but KK Pandey has not focused upon the attributable feature of advertisement which could have been an attributable feature of the paper as the paper has targeted upon the aspect of mall culture , where it is for certain that advertisement could have been a judgemental and decisive factor. But the author has not taken the aspect into consideration 

Growth in the Indian organized retail market is mainly due to the change in consumer’s behavior (Pandey, 2014),the author has talked about the change but the kind or the nature of change is not been reflected , and also it has been marked that the consumers are very reluctant to answer a question and also response are vague  thus in the paper itself is been mentioned as a limitation, thus in the terms of reviewer if these aspects could be delt with more comprehensive manner then it would have given some insight into the consumer choice of goods , and since the paper also concentrate upon the aspect of as to why the consumer opt for malls etc, it would acceptable if the sample size could be taken somewhere between 400 -500, as more opinion would have fetched the accurate data which would have let the people know what is the exact reason for the dark behaviour of consumer.

The paper focused upon many aspect of how retail has been used by the people of Lucknow city , where it has been seen that many of the consumers were too much concerned with and were also satisfied with buying the products and the services form the malls , but the author has not mentioned that, while purchasing form the mall , there could be the chance of consumer terrorism, and this point which has been a matter of concern during one of the great event of Walmart , where the company has opened the gates for say few odd minutes and the things were free and sold free of cost, the Maha Bachat offer promoted by the companies like Big Bazar and Spencer, which are the heart of every middle class people, has caused a feeling of throwaway society causing a dark side of the behaviour of consumer. It is suggested by the reviewer that this gap could have been addressed , which is really a point and matter of concern for many of the great organisation.

The term Advertising has brought about a change in behaviour , or it can be felt that there is a behaviour modification in consumer ,but as a matter of fact this change is dark and the things like consumer terrorism, addictive consumption, consume consumers , materialistic fantasies , illegal occupation and product use , have came into picture with the advent Advertisement and led to the dark behaviour, the typical behaviour of consumer , who was earlier targeting to buy the things of need, tries to fulfil his or her super desires and in event of which indulge into the activities like shopaholic behaviour. The reviewer has gone through many of the paper that has proven the fact and further more , it is still continuing and there is no end to it, as advertising is sisyphean. Another important aspect can be judged upon the aspect where we can see that an image of the brand , persuasion by the advertisement and at the same time celebrity endorsement, automatically makes consumer dive in to achieve the best of the best and in doing so end up in becoming dark , we can see that if our favourite actor says that eating Bikano namkeen at age this age makes him or her look so fit and fragile , the consumer will buy that only , and saying about investing in the following property , will reap good returns will make a typical middle class believe in if such a big celebrity can so can the consumer do along 

Dark Behaviour Through Persuasives, Celebrity Endorsement And Brand Image 

There are a number of factors in advertising which contribute a lot in changing the consumers’ buying behavior. Like likeability, brand image, persuasiveness, celebrity endorsement, information about the product, entertainment etc. (Ashfaq, 2013) , the author has emphasized upon all the aspects that mark up for changing behaviour , but only three things that is to say brand image, likeability and celebrity endorsement have been given prime importance, there role is very important , but the author has not focused upon the dark behaviour that these elements creates, according to the reviewer’s point it is very important to have the other side to the aspect.

It is important to have a look as to how these three factors that have brought about the change in consumer behaviour on the dark side also, say for example a celebrity when explicates the goodness of honey and its purity , even though the quality is not so good the middle class buys just due to the attraction towards the celebrity, sometimes the likeability is so much been there for the product from generations , that if the grandfather likes it, with the conception of being good about the quality or quantity of product, even through it has been degraded it is liked by all , without naming the company specific , the advertising by the help of persuasive messages and with the help of celebrity have crafted a consumer which even though is not being the culture, but has caused a real dark behaviour. 

In the paper Impact of Advertising on Consumers’ buying behavior through Persuasiveness, Brand Image, and Celebrity endorsement the author has given a data which says 54 % of the total respondents are of opinion that prize scheme have impact on the sale of the products to some extent . This fact is not been elucidated or to be specific none of the data is elucidated with the help of a diagrammatic representation of the data, the data given in the paper if is been shown by the use of pie graph or by the help of table , it would have been a clear picture to make  a good judgement about the inferences that have been made. In the paper there is description of  new class or a class which has emerged the children , which are being allured , now it is said 76 % of children watch media ads to get the information, here the concept or middle class child and their behaviour is not been taken by the author , the reviewer suggests that if it would have been the case that some attention of leads could have been shown in the perspective of middle class child, this would have been a better option , because the author is talking about alluring through the brand image , persuasiveness , celebrity which forms a major issue of concern in middle class children , as they still want to have big smart phone , they look for a gaming laptop Asus Rog , even through not too much pocket friendly , but a celebrity and brand image makes it even an attraction for them , now a days the middle class customer or we can say the class also aims for super desires creating and boiling down to the Dark behaviour. 

The reviewer would like to cite a very deceptive type of thing the company in the event of alluring sometimes even forget the real nature and aspects of the what to include and what not to include in the ads , it has been explicated as 

Source: 10 Worthless Lessons We Learned from Indian Ads by Ainee Nizami  https://www.idiva.com/travel-living/womens-journal/10-worthless-lessons-we-learned-from-indian-ads/15070387

The author if would have given little more emphasis upon how the things are growing materialistic in nature that has brought a change in culture making the consumer dark in behaviours.

It is believed that the main reason or reasons are there that makes the behaviour of consumer dark and one of the many reasons include the prime two aspects that is being the things which include the impulsive and the compulsive behaviour, many of the authors wrote a lot about the two aspects , the reviewer has focused upon the two things by mentioning the reasons of both the impulsive and the compulsive behaviour, talking about the compulsive behaviour income , materialism , self-esteem , self-control , narcissism and money attitude and authors have discussed upon each of them in detail in various papers , if one looks on further it can be seen that for an impulsive we consider the intrinsic attitude of the consumer that will lead to some way or the other to form a behaviour which later on automatically turns dark. And same concepts have been developed for the purpose of compulsive buying .

Intrinsic Attitude Leads To Impulsion Making The Behaviour Dark  

Considering the global relevance of Indian consumer market, and an almost non-existence of detailed studies pertaining to the pervasive phenomenon of impulsive buying, this study provides useful take-homes in more than one way. First of all, the framework proposes the inclusion of not only impulsive tendency, personality traits and cultural orientation as decisive intrinsic variables in assessing impulsive buying behaviour but also makes a case for considering the constructs of materialism and shopping enjoyment tendency. (Anant Jyoti Badgaiyan, 2014), according to the author the concept of Impulsive buying is not been governed by the personality traits, that is to say the extrovert and introvert, though it is been seen by the reviewer that in personal context or to say in India people pay a lot of attention towards the kind of personality making , now to say every middle class men or women seeks to make up the personality in accordance to the present scenario and in doing so often gets into a dark behaviour , this happens most of the times with the extroverts , because they are open and want to make up their living and compete and an internal trauma  affects both the extrovert and introverts and particularly middle class makes up for the dark behaviour. But this aspect was not been touched by the author which creates a huge gap. 

Talking about the cultural angle , it is believed by the author that intrinsic impulsiveness, is not been affected by it , but this concept is also wrong , though it has been proven by the author , but the reviewers would like to negate it on the following ground , if we look at the Indian economy we find that the middle class of Indian economy is bigger than that of US middle class , but the author has not taken the concept pertain to this class which is prosed by the reviewer, now the thing is that India and its culture is been religiously followed by middle class , mostly people are some way or the other related to agriculture but with the advent of new trends they also like to compete and thus in event of doing so either lands themselves in wrong behaviours or the most complicated dark behaviours. This point should be taken by the authors. 

source : India’s economy, its challenges, opportunities, and impact by Kimberly Amadeo updated august 30, 2020 reviewed by Michael J Boyle.

Similarly  if we talk about the next aspect compulsive behaviour we find that even though it’s not necessary  but just in event of buying to make a sustenance or the living people enter into the aspect wrong and dark behaviour which leads to Dark behavior in Consumer. 

What Makes Indian Consumers Compulsive Driving Them To The Dark Behaviour 

Basically four factors were identified which influence compulsive buying behavior which are Impulsive nature, Self-obsession, Emotional Stability and Materialism. According to the findings, there is a positive association Compulsive Buying Behavior of Indian Consumers. Further, it can be stated that people in possession of materialist objects tend to spend more as they are presumed to display their status, power in the society. Self-Obsession is another major factor which influence people for compulsive buying. (Sajeevan Rao 1, 2021)

According to the author the Indian consumers are driven by compulsive buying which is an after effect of emotional stability , materialism , and its true ,the way and the percentage or the finding that is up to what level middle class particularly is not been taken as ap part of study , and this makes the paper a bit impartial for according to the reviewer the middle class has proved to be an emerging class which requires and whose movement or dark behaviour really can make or degrade the market.