Can you sell subliminal messages to consumers

Martin P. Block, Bruce G. Vanden Bergh

Research output: Contribution to journalArticlepeer-review

10 Scopus citations

Abstract

A telephone survey was conducted among a national probability sample of 330 adults to determine consumer attitudes toward the use of subliminal stimulation techniques in a selfimprovement product. Additionally, those most favorable toward the product concept were profiled. The study found consumers to be skeptical toward the use of subliminal messages for the purpose of self-improvement and concerned about being influenced to do something they did not want to do. Those consumers most favorable toward the subliminal technique had prior experience with computers and video equipment, were less educated, and had some family problems. Comparisons are made with prior studies of consumer attitudes toward subliminal advertising.

Original languageEnglish (US)
Pages (from-to)59-62
Number of pages4
JournalJournal of Advertising
Volume14
Issue number3
DOIs
StatePublished - Dec 1 1985

ASJC Scopus subject areas

  • Business and International Management
  • Communication
  • Marketing

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