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How Subliminal Messaging Affects Consumer Behavior



The subject of subliminal messaging in relation to consumer behavior presents an interesting dichotomy between the scientific community and the general public. The purpose of this paper is to discover what, if any, effect subliminal messaging has on consumer behavior, as well as shed light on the differing positions regarding this controversial subject, and provide a brief historical background on the material.

Before the topic of subliminal messaging can be addressed, one must first understand subliminal perception. Subliminal perception is defined as "the processing of stimuli presented below the level of the consumer's awareness." (Solomon, p.629) Subliminal messaging is the process of using embedded content within a visual or aural stimulus that the recipient is not cognitive of receiving or processing. (Solomon, pp 63-65)

The subject of subliminal messaging is hardly a secret. The topic has been a......

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Approximate Word Count: 1514
Approximate Pages: 7 (250 words per double-spaced page)

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