The overall results have revealed mixed behaviour of respondents after they were exposed to subliminal advertisements. Sample size of 390 was chosen which included males, females, married, unmarried youth ranging in the age group of 18-35 from different professional and non-professional back grounds. The study considered few of the advertisements containing subliminal messages which were given to respondents as a case study. Though there are instruments that can be used to directly measure the impact of subliminal advertisements on a consumer, but in this research Developed Instrument was used to see how consumers report their cognition, affection and it also explored whether consumers exposed to subliminal advertisements were able to evaluate subliminal advertisements, how much thrilled and involved consumers felt about the characters depicted in subliminal advertisements was also part of the study. Davie Lakhani (2008) has categorized half sexual actions in ads, Metaphor and Celebrity endorsement all into subliminal advertisements. Consumer exposed to subliminal advertisements can be tempted towards irrational behaviour like that of unplanned buying and compulsive buying. Subliminal persuasion means persuading consumers towards a particular action when actually the target is not aware about it. Impact of Subliminal Messages in TV Advertisements on Consumer Behaviour a Case Study of Youth in Kashmir Province of JandK Please use this identifier to cite or link to this item:
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