The Use Of Subliminal Messages In Marketing: Experimental Examination
The Use Of Subliminal Messages In Marketing: Experimental Examination

Summary/Abstract: The experiment should answer the question of whether respondents are changing their preferences under the influence of subliminally exposed images and imperative messages. We also examined whether picture or imperative message has a stronger influence on the subject's decision. The experiment involved 210 females, who were divided into four experimental and two control groups. The film with subliminal images and messages that were contrary to what subjects preferred was presented to experimental groups, and control groups watched the same film without any messages. The results show that subliminal exposure of the material has impact on changing preferences and it turned out that the image has a stronger effect then the imperative message.

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