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Can the Unconscious Mind be Persuaded? An Overview with Marketing Implications

Author

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  • Nittaya Wongtada

    (NIDA Business School, National Development Administration, 118 Seri Thai Road, Bangkapi, Bangkok 10240, Thailand.)

Abstract

Communicating directly with consumer’s unconscious thought is believed to enhance the effectiveness of marketing strategy. The current application of neuroscience in social science studies including marketing reinvigorates the interest in this topic. Thus, this article serves as an overview of the development of knowledge of unconscious communication and persuasion. Although there are some evidences to support the ability to communicate directly with unconscious thoughts and possibility to manipulate the processing of information by the unconscious mind by using subliminal cues, the reliability and validity of these findings are questionable. Inherited weaknesses in neuroscience tools, inappropriate research methodology, and alternative explanations of causal relations are among some threats to the value of current findings. Implications for marketing managers and academic researchers in this uncertain situation are also provided.

Suggested Citation

  • Nittaya Wongtada, 2018. "Can the Unconscious Mind be Persuaded? An Overview with Marketing Implications," International Review of Management and Marketing, Econjournals, vol. 8(1), pages 36-44.
    • Handle: RePEc:eco:journ3:2018-01-6
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    References listed on IDEAS

    as
    1. Roy F. Baumeister & Cory J. Clark & Jonghan Kim & Stephan Lau, 2017. "Consumers (and Consumer Researchers) Need Conscious Thinking in Addition to Unconscious Processes: A Call for Integrative Models, A Commentary on Williams and Poehlman," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(2), pages 252-257.
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    More about this item

    Keywords

    Unconscious Thought; Neuroscience; Marketing;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • D87 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Neuroeconomics

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