Subliminal Advertising : What You See Is What You Get

Subliminal Advertising: What You See Is What You Get This paper provides an evaluation of the evidence and arguments advanced in support of the effectiveness of various subiiminal advertising techniques. Such practices are purported to infiuence consumer behavior by subconsciousiy aitering preferences or attitudes toward consumer products. Whiie there is some marginai evidence that subliminai stimuii may infiuence affective reactions, the marketing relevance of this finding remains to be documented. The notion that subiiminai directives can infiuence motives or actions is contradicted by a large body of research evidence and is incompatibie with theoreticai conceptions of perception and motivation.