Naslov
Do subliminal messages have any influence on customer perception?

Autori
Ferenčić, Matea ; Dlačić, Jasmina

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
23rd Cromar congress: Marketing in a dynamic environment - academic and practical insights, Congress proceedings / Grbac, Bruno ; Lončarić, Dina ; Dlačić, Jasmina - Lovran : Faculty of Tourism and Hospitality Management in Opatija, University of Rijeka ; CROMAR, 2013, 568-579

ISBN
978-953-7842-18-5

Skup
23rd Cromar congress: Marketing in a dynamic environment - academic and practical insights

Mjesto i datum
Lovran, Hrvatska, 24.10.2013. - 26.10.2013

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
subliminal messages; perception; subliminal advertising; promotion

Sažetak
Subliminal messages have from their emergence, in the middle of the 20th century, caused many controversies. Possibility to use them to influence consumer behaviour to this day remains unexplored. So, the question of influence of subliminal messages on the consumer perception remains unanswered. Some authors (Krosnick, Jussim and Lyn, 1992) with their work give proof to their efficiency, while others (Aronson, 2005) doubt in their influence. Purpose of this article is to explore the influence of subliminal messages on consumer perception. With the help of two conducted experiments the potential influence of subliminal messages is explored. Experiments included two video movies. In the first one we included both positive and negative subliminal messages. In the second one the goal was to explore if there is a difference between participants who were shown subliminal messages and the ones who were not. The experiments showed that indeed there is a small, but statistically not significant relationship between subliminal messages and the answers given by the participants. Based on the results the nul- hypothesis which states that it is possible to influence on the subconscious part of the human perception was rejected. Hence, alternative hypothesis stating that it is not possible to influence on the subconscious part of the human perception was accepted. Paper also offers managerial implications for using subliminal messages.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

Napomena
Sažetak rada je objavljen i u Zborniku sažetaka, ISBN: 978-953-7842-16-1.

POVEZANOST RADA