" Negative results are disappearing from most disciplines and countries," Journal of Consumer Research, Oxford University Press, vol. " A Program of Classical Conditioning Experiments Testing Variations in the Conditioned Stimulus and Context," Shimp, Terence A & Stuart, Elnora W & Engle, Randall W, 1991." Nonconscious Goals and Consumer Choice," Chartrand & Joel Huber & Baba Shiv & Robin J. Copyright Springer Science+Business Media New York 2015 Suggested Citation ![]() The resultant null effect questions the ability of subliminal priming to persuade consumers under more realistic marketplace conditions. ![]() However, this effect is nullified in study 3 that is structurally parallel to study 2 but which adds a 15-min time delay between the prime and the choice task. Study 2 examines the boundary conditions of this effect on brand choice in a simulated store environment and also obtains a significant priming effect when consumers are in an active thirst state. Study 1 pits an underdog brand against a market share leader and demonstrates that subliminal priming significantly influences purchase intentions when consumers are in an active thirst state. ![]() In the spirit of replication and boundary-condition testing, we conducted three studies to examine whether subliminally priming brand names remains successful under more realistic marketplace conditions. Recent research in social cognition has provided impressive evidence that subliminally priming brand names affects individuals’ attitudes, choices, and behaviors. Research by marketing/advertising scholars has yielded anything but definitive results when testing whether subliminal advertising is capable of persuading consumers.
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