Subliminal Advertising and its Impact on Motivating and Affecting Consumers’ Buying Behavior
Cardiff Metropolitan University
MetadataShow full item record
The present dissertation aims at determining whether subliminal advertising affects consumers’ buying behavior. The research examines the relationship between feeling response to advertising and attitude toward advertising in connection with the suggestion that those two factors are further related with consumers’ decision- making process and can in fact affect their purchasing preferences. Moreover the paper examines the notion of subliminal perception and advertising, its historical background and explores the theoretical framework behind the subject matter. The methodology that is used to investigate the subject of subliminal advertising and its effect on consumers ‘buying behavior centers on both secondary research in order to investigate the main theoretical background and use it as a starting point for the development of the primary research strategy. It further elaborates on the research methods that have been used for the primary research such as sampling technique ect. The literature review as a central chapter of the dissertation focuses on the secondary sources available from previous researches. It presents the theoretical framework of the investigation and examines the concepts of subliminal; perception, subliminal advertising, feeling response to advertising, attitude toward advertising and consumers ‘buying behavior and also includes the themes of brand awareness and what motivates consumers to purchase certain product above another similar one. The data collection and analysis chapter present the findings from the primary research by the analysis of the questionnaire that was distributed to the target audience. The data is presented by percentages in order to be comparable and it is further graphically presented in figures to determine the positive relationship between feelings, attitudes and behaviors and to renounce the suggestion that subliminal advertising a powerful tool for mind control. In the conclusion chapter the aims and the objectives of the research are referred back to and recommendations are presented for future research on the topic.
Masters in Business Administration
Showing items related by title, author, subject and abstract.
The influence of online advertising on the end consumers and their purchasing behavior in Bulgaria Ivanova, Silviya (Cardiff Metropolitan University, 2013)In my dissertation I want to evaluate if online advertising affects the end consumers in Bulgaria. I would like to know the end consumers’ perception regarding the online advertising. There are several types of online ...
A critical analysis of consumer attitudes and perceptions towards advertising methods employed by sporting goods manufactures: a focus on Cardiff Metropolitan undergraduate students aged 18-23. Jenkins, Adam (Cardiff Metropolitan University, 2014)The purpose of this research was to investigate student consumer attitudes and perceptions towards sports product advertisements. The study aimed to investigate the general attitudes and perceptions towards sports product ...
How Social Media Affects Higher Institution Students Spending Habits (A Case of Brunei Darussalam) Aminuddin, Md Hazimin (Cardiff Metropolitan University, 2017-04)This research project presents a study on the effects social media has on high institution students spending habits (A case of Brunei Darussalam). The aim for this research project is to critically review literature that ...