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Manipulation techniques in multi-level marketing
Staňková, Tereza ; Kollerová, Lenka (advisor) ; Machovcová, Kateřina (referee)
The thesis focuses on psychological manipulation used in recruitment in multi-level marketing companies. Despite the fact that multi-level marketing companies often use unethical practices and pose (not only) a financial risk, the number of their members has been growing steadily in the Czech Republic. They are particularly dangerous to vulnerable groups, including mothers on parental leave, the unemployed and students. However, the topic has not yet been sufficiently researched and thus lacks the theoretical foundation for developing a strategy to prevent the harmful effects of multi-level marketing. The aim of the thesis is to describe the recruitment process of multi-level marketing companies that operate in the Czech Republic, as well as the manipulation techniques they use. In order to meet the aim of the thesis, the participant observation method was used to observe the recruitment process of three selected multi-level marketing companies - Amway, Herbalife and Nu Skin. In addition to the observation, documents provided by the companies were collected. The results presented in this thesis can serve as a basis for educational practice to raise awareness of the issue of psychological manipulation in multi-level marketing companies and to design prevention strategies. The thesis is structured...
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