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![]() For example, Hawkins (1970) purported to trigger need recognition with subliminal stimuli.įollowing need recognition, an information search is undertaken. Need recognition can be generated by the marketer - encouraging consumers not to be satisfied with their current condition (Belch and Belch 2007). Rational or not, some need must be perceived, that triggers the consumer to find a way to satisfy it (Solomon 1994). However, some aspects of purchase decisions may be less rational than others, for example impulse buying (Solomon 1994). Traditionally, decision making has been viewed as a conscious, rational process. Several consumer behaviour concepts inform contemporary knowledge about how subliminal advertising works. Strong responses: Specific impacts upon behaviour (Moore 1982, Trappey 1996), including choice or purchase. Weak responses: General evaluative or cognitive responses, including attractiveness, attitude, beliefs, that are assumed to have some persuasive influence (Moore 1982) In the marketing and advertising literature, effects such as these, attributed to subliminal stimuli can be grouped into two levels: The major difference between the two definitions is that Trappey (1996) specifies that the information presented is decoded and acted upon. Accelerated speech in low volume auditory messages (Theus 1994).Figurally transformed stimuli: visual images transformed so that they can no longer be recognized (Aylesworth et al 1999).Masked stimuli: stimuli which are disguised by some more dominant effect (Aylesworth et al 1999).Others, including Moore (1988), consider embeds merely to be 'unattended'. While unlikely to be distinguished from their context, many subjects can distinguish embeds after being told about their presence (Rosen and Singh, 1992). Embeds: figures (usually of a sexual or morbid nature) inserted into magazine advertisements.Brief presentation of visual stimuli, for example flashing words on a screen.The means for delivery of sub-threshold stimuli in studies by these two authors included the following: While neither definition specifies sounds, we can assume that words and other marketing stimuli include auditory versions.įurther, both authors specify that stimuli should be presented at levels too weak to be consciously detected. In both definitions, subliminal stimuli consist of pictures, words, shapes and other marketing stimuli, including brand representations. "The use of words, pictures and shapes that are purposely inserted into advertising materials so that the viewers of the material cannot perceive the imagery at a conscious level, but rather at a subconscious level" (Aylesworth, Goodstein and Karla, 1999, p.74)īoth these definitions presume that subliminal advertising is purposefully conducted by the advertiser, without the consumer having conscious awareness of its presence. Once exposed to a subliminal stimulus, the consumer is believed to decode the information and act upon it without being able to acknowledge a communication source." (Trappey 1996, p.517) ".a technique exposing consumers to product pictures, brand names or other marketing stimuli without the consumers having conscious awareness. Subliminal advertising has been defined as: ![]() ![]() Subliminal advertising is based on the principle of subliminal perception, the study of which dates back to before 1913 (Theus 1994). The weak nature of findings demonstrating success and the public's general distrust of advertisers thought to be using subliminal messages, suggest that advertisers would be far better to avoid the phenomenon, and stick to the myriad subtle (but not subliminal) methods that can be used to influence consumers.Ģ.6 Personality Theory As The Basis For Embeds The findings can be summarized: while subliminal advertising may affect consumers' preferences, there is no unequivocal evidence of it manipulating consumer choice behaviour. ![]() While each has claimed some success with subliminal messaging, there are questions about the methods and analysis of these studies. Subliminal advertising seeks to use the same concepts in a more covert fashion.įour studies of subliminal advertising are reviewed. Several consumer behaviour concepts help explain how advertising attempts to influence consumers including: purchase decision making, the hierarchy of effects model, the elaboration likelihood model and classical conditioning. Although subliminal perception is believed to exist, and may even stimulate a basic drive, or attitude towards a product, there is minimal support for subliminal advertising directing behaviour towards purchasing that particular brand. While the effectiveness of subliminal advertising has not received much scientific support, it has caused concern amongst the public.
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