EFFECT OF SUBLIMINAL MARKETING ON CONSUMER CHOICES

Authors

Vaipani Zile

Mumbai Educational Trust
Department of Marketing, Mumbai, India

Harshal Rathod

Mumbai Educational Trust
Department of Marketing, Mumbai, India

Abstract

The research aims at studying effects of visual subliminal advertising on consumer choices. Subliminal messages are the signals that are below the absolute threshold level (ATL) of our conscious awareness. Subliminal perception is a result of a deliberately designed communication technique aimed at generating a response, so that people will do things they wouldn‟t ordinarily do. There are two types of subliminal messages: Visual and Auditory. The primary aim is to study how consumer‟s choice is affected by passing messages right by a person‟s conscious awareness and straight to his subconscious and directly influence him to do what the message wants him to do. A detailed study has been done on how the subliminal advertising works and how prevalent it is during this digital advertising era. Further the research will proceed by conducting a survey of subliminal advertising and drawing conclusions from the same.