Impact of Subliminal Advertising on Consumer Purchase Intentions

The influence of subliminal advertising on consumer behaviour has been controversial for a very long period. However regardless of whether or not subliminal advertising affects consumer behaviour consumers need to be aware of such practices (John E Lincoln 2020). The purpose of the book is to answer the following questions.- Are people aware of the idea of subliminal advertising?- Do people perceive the practice of using hidden messages in advertisements as being ethical?- Is there a difference in the awareness levels of boys and girls regarding subliminal advertising?- Does subliminal advertising influence consumer’s purchase intentions?To accomplish these objectives two separate studies were undertaken.