The Danger Of Subliminal Persuasion In Advertising – Literature review Example

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24-26). In 1980, Wittrock said that the brain is the centre basis for all the activities done by a person. According to him, human behaviour is based on the way human mind thinks. The brain connects all the nerves and it is the main reason for creating the perception about a particular brand or advertisement about a particular product. This gives a clear indication on how and why the marketers do try and create a good brand image on the minds of the customers and try and attract the customers by creating a good message that can create a good perception in the mind of them.

In 2004, Whitlow, explained the meaning to subliminal explaining that it is the threshold below the level of awareness (Solomon, Bamossy, Askegaard, and Hogg, 2010, pp. 113-118). In 1996 according to Peretti & Jong the subliminal number stimuli does affect the verbal response of the customers which does in big way affect the brand image of the product in the market because of the fast spread feeling about the brand from the word of mouth by the customers which will influence other customers in a huge way in purchasing the particular product and making their buying decision.

In 2000, Bagozzi, Wong, Abe, and Bergami through their research found out that the action of the customers with respect to the fast food restaurants in US, Japan, Italy and China differ in a huge way based on the culture of the particular country (HEJASE, HAMDAR, FARHA, BOUDIAB and BEYRUTI, 2013, pp. 12-18). They also found that the effect of advertisements was more on the customers from US than in other countries because of their individualistic character of making decisions which is completely different than the customers belonging to the eastern culture where customers don’t have individualistic character of making decisions and are more collective in making the decisions.

Thus the advertisements do influence a lot over the customers from the western countries than the countries in the East (Schiffman and Kanuk, 2010, pp. 67-75). As per Holender in 1986, marketers could not rely only on the subject threshold level as a measure of the perception of the customers, instead the marketers can only look to depend upon the objective of creating a particular threshold which can define the require criteria.

He also argued to the point saying that even if the marketers can achieve the threshold they cannot guarantee to the point that the customers also didn’t become conscious to the stimulus. As per him if the threshold is not been verbally reported in the right way than it doesn’t gives any guarantee that the stimulus has reached the consciousness of the customer’s in a proper way (Peter and Olson, 2008, pp.


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