![]() ![]() This item may be available elsewhere in EconPapers: Search for items with the same title. References: View references in EconPapers View complete reference list from CitEcĬitations: View citations in EconPapers (2) Track citations by RSS feedįull text for ScienceDirect subscribers only Keywords: Subliminal advertising Hotel selection Neuromarketing Electroencephalography (EEG) Experiments (search for similar items in EconPapers) Suggestions for future studies and practical operations are also discussed. Meanwhile, neuroscientific data identifies significant differences between participants’ two (theta and beta) out of five bands of brainwaves while they were viewing hotel videos with and without the subliminal message. The results of this study reveal that participants’ selection of hotels would be significantly affected by the subliminal stimuli of a smiling face emoji. A chi-square test of homogeneity, paired sample t-test, and Bayes factor were performed to address the two proposed research questions. Data was collected from sixteen participants who completed two rounds of experiments. This study aims to understand how hotel videos embedded with a smiling face emoji as a subliminal message affect consumers’ selection of hotels, with their brain activities measured and collected while they watched the videos. This could test the consistency of the effectiveness of subliminal messages and how it is perceived by other respondents.Neuromarketing, subliminal advertising, and hotel selection: An EEG studyĪustralasian marketing journal, 2020, vol. Future researchers who want to conduct the same research should involve other sets of respondents and other advertisements with different categories. They should also explore the arrays of subliminal messaging and maximize its potentials by finding new ways or innovations. The study recommended that advertisers consider the effectiveness and efficient use of subliminal messages to make their products more appealing and to persuade viewers to actually purchase their products. Overall, there is a very good and positive reflection in the use of subliminal messaging in advertisements. A viewer of an advertisement with subliminal message may be persuaded promptly to buy the product viewed. The process from getting the attention of the viewers until their final action of purchasing is not a long process at all. Summer 1989 3,088 words Article Hawkins (1970) article on subliminal stimulation has been used for over 15 years as empirical evidence that subliminal advertising can directly affect consumption-relevant behavior. With its attractiveness, advertisements with subliminal message were successful in doing its purpose and objective, that is, to get the attention and interest of the respondents, stimulate their desire, and suggest further action or purchase intent.įindings revealed that in advertisements with subliminal message, there are short lines between the AIDA sequences of the hierarchy-of-effects model. It showed that the messages were forwarded subliminally and effectively to the viewers with the use of its positive attributes and characteristics. In general, advertisements with subliminal message shown to the respondents were appealing and attractive. Where participants are free to talk with other group members. Questions are asked in the interactive group setting Focus Group Discussion is a form of qualitative research in which a group of people are asked about their attitudes towards a product, service, concept, advertising, idea, or packaging. This study used the qualitative research design using Focus Group Discussion and Content Analysis specifically. These assumptions were explored in this research throughout the use of advertising in television. It also explored the relation of its impact to four persuasive steps or desired effects that a brand message might have on customers and prospects especially with their final action. It also aimed to identify the possible advantages and disadvantages of the topic as compared to the perceptions of the respondents. ![]() The general purpose of this study was to determine the perceptions of the Third Year Marketing students of Letran Calamba on advertisements with subliminal message. Perceptions of the Third Year Marketing Management Students of Letran Calamba on Advertisements with Subliminal Message ![]()
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