Drink coca-cola, eat popcorn, and choose powerade: testing the limits of subliminal persuasion

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• 作者：Laura Smarandescu ; Terence A. Shimp
• 关键词：Subliminal advertising ; Priming ; Persuasion ; Motivation ; Replication ; Boundary ; condition testing
• 刊名：Marketing Letters
• 出版年：2015
• 出版时间：December 2015
• 年：2015
• 卷：26
• 期：4
• 页码：715-726
• 全文大小：218 KB
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• 作者单位：Laura Smarandescu (1)
  Terence A. Shimp (2)
  
  1. Iowa State University, 2350 Gerdin Building, Ames, IA, 50011, USA
  2. Moore School of Business, University of South Carolina, Columbia, SC, 29208, USA
  
• 刊物类别：Business and Economics
• 刊物主题：Economics
  Marketing
  
• 出版者：Springer Netherlands
• ISSN：1573-059X

文摘

Research by marketing/advertising scholars has yielded anything but definitive results when testing whether subliminal advertising is capable of persuading consumers. Recent research in social cognition has provided impressive evidence that subliminally priming brand names affects individuals-attitudes, choices, and behaviors. In the spirit of replication and boundary-condition testing, we conducted three studies to examine whether subliminally priming brand names remains successful under more realistic marketplace conditions. Study 1 pits an underdog brand against a market share leader and demonstrates that subliminal priming significantly influences purchase intentions when consumers are in an active thirst state. Study 2 examines the boundary conditions of this effect on brand choice in a simulated store environment and also obtains a significant priming effect when consumers are in an active thirst state. However, this effect is nullified in study 3 that is structurally parallel to study 2 but which adds a 15-min time delay between the prime and the choice task. The resultant null effect questions the ability of subliminal priming to persuade consumers under more realistic marketplace conditions. Keywords Subliminal advertising Priming Persuasion Motivation Replication Boundary-condition testing