Theoretical Approach of Subliminal Advertising

Angela Madan (), Mihai Ioan Rosca () and Mirela Bucovicean ()
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Angela Madan: Bucharest University of Economic Studies
Mihai Ioan Rosca: Bucharest University of Economic Studies
Mirela Bucovicean: Bucharest University of Economic Studies

A chapter in Eurasian Business and Economics Perspectives, 2021, pp 293-302 from Springer

Abstract: Abstract Subliminal advertising is one of the most controversial topics in marketing for several decades and sparks interest among the general public and marketers. This is an interesting phenomenon that needs to be studied, explained, and understood in order to destroy the myth among consumers. This paper aims to explore most of the definitions and concepts associated with subliminal priming and subliminal techniques in order to test and develop a theoretical approach to subliminal marketing and its effects. This chapter, through a case study based on secondary sources, reviews how subliminal advertising influences consumer behavior. Studying subliminal priming represent interest among marketers, as a notoriety topic, not enough studied. Since its beginning, subliminal effects was investigated in marketing applications, of the question of effects on behavior. We evaluate subliminal techniques and establish the existence, or nonexistence, of the subliminal priming and persuasion. The implications and findings of this research suggest that the subliminal stimuli field needs continued research and also, this chapter helps to place this subject, in a proper perspective and clarifies much of its confusion.

Keywords: Subliminal stimuli; Priming; Embeds; Subliminal technique; Advertising; Marketing (search for similar items in EconPapers)
Date: 2021
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Persistent link: https://EconPapers.repec.org/RePEc:spr:eurchp:978-3-030-71869-5_19

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DOI: 10.1007/978-3-030-71869-5_19

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