New Books in Economic and Business History Mara Einstein, "Hoodwinked: How Cult Marketing Tactics Left Us Anxious, Broke, and Conned" (Prometheus Books, 2025)
Mara Einstein sees the future of marketing as increasingly intertwined with manipulative tactics that mirror those used by cults, especially as advertising becomes more deeply embedded in digital and social spaces. She notes that the online environment has grown more deceptive, with advertising often disguised as content—such as branded journalism or influencer endorsements—making it harder for consumers to recognize when they are being marketed to. Einstein highlights that the migration of these techniques to digital platforms amplifies their impact, as algorithms and artificial intelligence allow marketers to target individuals with personalized appeals that exploit psychological and emotional vulnerabilities. The shift from genuine community-building to commercial exploitation means that tactics designed to foster belonging, unity, and personal growth are increasingly used to drive exclusion, blame, and consumer dependency
She warns that as society becomes more desocialized and emotionally alienated, people are more susceptible to these manipulative strategies, which are now deployed at scale through social media, influencer culture, and algorithmic targeting. Einstein argues that recognizing and understanding these cult-inspired marketing methods is essential for consumers to defend themselves and for society to foster healthier, more authentic forms of connection and engagement.
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