The paper is devoted to an in-depth study of the capitalist private property of adherents of various currents and schools. It is emphasized that the internal contradictions of private property, which are concentrated in the relations of exploitation, are actively studied by the authors of neoliberalism, neo-institutionalism, and analytical Marxism. The paper shows that most of the works of Western scholars deny the phenomenon of economic exploitation in the post-industrial model of capitalism. The conclusions of domestic scholars about the absence of economic and non-economic coercion to work of hired workers in debilitated, transitive economies are criticized. Based on the theoretical analysis of works devoted to the objective study of new aspects of the relationship between employers and employees, the existence of such non-economic forms of exploitation is proven: psychological, political, axiological, social. The paper considers the main tools of non-economic exploitation, which include euphemisation and speculation in the interests, motives, feelings, consciousness, preferences and even passions of people. The consequences of euphemisation and speculation as tools of non-economic coercion to work, excessive consumption, the introduction of consumerist psychology are revealed. The economic purpose of the most popular socio-political technologies for manipulating the conscious and subconscious behavior of society, groups, individuals in the interests of the ruling classes is clarified. It is shown that these instruments of influence are actively used in various national models of capitalism. The mechanism of total manipulation of behavior, consciousness, psychology of people who are involved in the processes of production, marketing and consumption is considered. It is shown that total manipulation includes a set of non-economic forms of influence on people's decision-making, beneficial to the state, direct employers, financial and commercial structures not only nationally but also globally.