SUBLIMINAL INFLUENCE ON CONSUMER PURCHASE INTENTIONS- AN EXPERIMENTAL ANALYSIS ON CONSUMER PRODUCT (Shopping Products)

Abstract

Consumers are pelted with thousands of advertisements per day, and it is in their best interest to understand the effect of those advertisements. The modern-day idea of "subliminal advertising" works in conformity with the concept of affecting consumer behavior with the help of unconscious hidden persuaders in advertisements. The study aims at finding the impact of subliminal advertising on consumer purchase intentions. A model was adopted and tested to determine the relationship between variables of the study (emotions, perception, and purchase intentions). The primary data comprises of college going students in the undivided district of Sambalpur. Paired t-test was used to test the hypotheses. The results of the study reveal that subliminal advertising significantly affects consumer emotions and perception. However, the effect of subliminal advertising on consumer purchase intentions is very close to being significant.