Beyond Vicary’s fantasies: The impact of subliminal priming and brand choice
نویسندگان
چکیده
With his claim to have increased sales of Coca Cola and popcorn in a movie theatre through subliminal messages Xashed on the screen, James Vicary raised the possibility of subliminal advertising. Nobody has ever replicated Vicary’s Wndings and his study was a hoax. This article reports two experiments, which assessed whether subliminal priming of a brand name of a drink can aVect people’s choices for the primed brand, and whether this eVect is moderated by individuals’ feelings of thirst. Both studies demonstrated that subliminal priming of a brand name of drink (i.e., Lipton Ice) positively aVected participants’ choice for, and their intention to, drink the primed brand, but only for participants who were thirsty. Theoretical and practical implications of these Wndings are discussed. © 2005 Elsevier Inc. All rights reserved.
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