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Does subliminal advertisement affect consumer behavior? An exploratory comparative analysis between marketing and non-marketing professionals

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  • Soomro, Yasir Ali

Abstract

This research study is an effort to explore the difference in the understanding of marketers and non-marketers about their perception, awareness, knowledge, attitude and behavior about the subliminal messages in advertising. To serve the objective of comparative analysis conceptual model was developed for both groups which involved Perception, Awareness and Knowledge relationship with attitude, then relationship of attitude on Behavior towards the brand. Three commercials were selected which had embedded subliminal messages and respondents viewed the advertisements before filling out questionnaires to identify their level of awareness and the degree of knowledge about the type of subliminal content embedded in the ads. For each group total of 140 participants gave their responses. Structural Equation modeling was performed to test the hypothesized relationship between variables. Results of Path analysis show that only one factors for marketers, such that Knowledge about subliminal messages had significant positive effect on attitude towards subliminal Ads. Also marketers’ attitude towards subliminal ads was negatively significant on behavior towards brand. For non-marketers, no support for any of the hypotheses found. Overall results reveal that both the marketing and non-marketing professionals view and perceive the subliminal messages embedded in the ads with a statistically significant difference.

Suggested Citation

  • Soomro, Yasir Ali, 2018. "Does subliminal advertisement affect consumer behavior? An exploratory comparative analysis between marketing and non-marketing professionals," MPRA Paper 92124, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:92124
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    References listed on IDEAS

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    Cited by:

    1. Hsu, Liwei & Chen, Yen-Jung, 2020. "Neuromarketing, subliminal advertising, and hotel selection: An EEG study," Australasian marketing journal, Elsevier, vol. 28(4), pages 200-208.
    2. Leah Emily James & Courtney Welton-Mitchell & Saja Michael & Fajar Santoadi & Sharifah Shakirah & Hasnah Hussin & Mohammed Anwar & Lama Kilzar & Alexander James, 2021. "Development and Testing of a Community-Based Intervention to Address Intimate Partner Violence among Rohingya and Syrian Refugees: A Social Norms-Based Mental Health-Integrated Approach," IJERPH, MDPI, vol. 18(21), pages 1-25, November.

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    More about this item

    Keywords

    Subliminal Ads; Perception; Awareness; Knowledge; Attitude; Behavior and SEM.;
    All these keywords.

    JEL classification:

    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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