A Study of Factors of Subliminal Advertising and its Influence on Consumer Buying Behavior
Keywords:
Subliminal advertising, Subconscious, persona, attitude, psycheAbstract
Advertisements have become an integral part of any organization’s marketing strategy. Advertisers use many tactics in order to persuade the consumers, one of which is subliminal advertising. Subliminal is about creating subconscious impact on consumer’s purchasing behavior. Not many studies have been done with regard to consumer awareness of such manipulative strategy and also the way in which every individual interprets the same image in a different way depending upon their attitudes, behavior, feelings, persona and psyche in the Indian context. 20 respondents were selected randomly for this research paper.Research being exploratory in nature, qualitative research approach was adopted wherein concept of thematic analysis was applied in order to interpret the responses of individuals into the themes which best reflects their thoughts and imagination.As there are different factors and stimuli which impacts the way each individual interprets the message embedded in an subliminal advertisement is while some respondents appreciated this kind of advertising and some did not want to use the product again.
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