Subliminal Advertising and Its Role in Shaping Consumer Buying Habits: A Gujarat Perspective
DOI:
https://doi.org/10.31305/trjtm2025.v05.n03.001Keywords:
Subliminal, Sensation, Consumer BehaviorAbstract
The topic of subliminal advertising has been a subject of controversy since 1958, when James Vicary published a study claiming that inserting subliminal messages such as "Drink Coke" and "Eat Popcorn" during a movie led to increased sales at the refreshment stand (Russel, Rowe, & Smouse, 1991). Subliminal advertising refers to marketing techniques that operate below the threshold of conscious awareness—employing stimuli that are not intense enough to be consciously perceived but can still influence mental processes and behavior. In this research, the objective is to examine the effect of subliminal advertising on consumer behavior among consumers in Gujarat state. The study adopts a descriptive research design and utilizes a non-probability convenience sampling method. A sample of 457 consumers from Gujarat state was selected, and the data collected were analyzed using SPSS software. The findings reveal a surprisingly moderate level of awareness regarding subliminal advertising among the participants and indicate a noticeable influence on their consumer behavior.
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