Subliminal Advertising and its Impact on Motivating and Affecting Consumers’ Buying Behavior
Cardiff Metropolitan University
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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
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