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 language | English (US) |
|---|---|
| Pages (from-to) | 59-62 |
| Number of pages | 4 |
| Journal | Journal of Advertising |
| Volume | 14 |
| Issue number | 3 |
| DOIs | |
| State | Published - Dec 1 1985 |
Funding
Martin P. Block is Profeaaor and Chairperson of the Department of Advertising at Michigan State University. He received his B.A., M.A., and Ph.D. from Michi,an State University. He worked in Consumer Market Plannin, at the Goodyear Tire and Rubber Company. He wu a faculty uaociate of the National Science Foundation sponsored Rockford Cable Project. Profeaaor Block hu directed several projects funded by other federal agencies including the Bureau of Alcohol, Tobacco and Firearms, Federal Trade Commiaaion and the National Academy of Science. His research hu been published in various journals, including the Journal of Aduertisin" Journal of Aduertisin, Research, Journal of Communication, and Progrel8 in Communication Science.
ASJC Scopus subject areas
- Business and International Management
- Communication
- Marketing