For example, Hawkins (1970) purported to trigger need recognition with subliminal stimuli.įollowing need recognition, an information search is undertaken. Need recognition can be generated by the marketer - encouraging consumers not to be satisfied with their current condition (Belch and Belch 2007). Rational or not, some need must be perceived, that triggers the consumer to find a way to satisfy it (Solomon 1994). However, some aspects of purchase decisions may be less rational than others, for example impulse buying (Solomon 1994). Traditionally, decision making has been viewed as a conscious, rational process. Several consumer behaviour concepts inform contemporary knowledge about how subliminal advertising works. Strong responses: Specific impacts upon behaviour (Moore 1982, Trappey 1996), including choice or purchase. Weak responses: General evaluative or cognitive responses, including attractiveness, attitude, beliefs, that are assumed to have some persuasive influence (Moore 1982) In the marketing and advertising literature, effects such as these, attributed to subliminal stimuli can be grouped into two levels: The major difference between the two definitions is that Trappey (1996) specifies that the information presented is decoded and acted upon. Accelerated speech in low volume auditory messages (Theus 1994).
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