The hidden persuaders break into the tired brain
- ISSN: 00221031
- DOI: 10.1016/j.jesp.2008.10.001
Abstract
There is a long-lasting debate on whether subliminal advertising actually works. In this context there are some studies suggesting that subjects motivation is a crucial point. Karremans et al. Karremans, J. C., Stroebe, W., & Claus, J. (2006). Beyond Vicarys fantasies: The impact of subliminal priming and brand choice. Journal of Experimental Social Psychology, 42, 792798 showed that subjects were influenced in their intention to drink a specific brand of soft drink by a subliminally presented brand prime, but only if they were thirsty. In the present study, we adapted their paradigm to the concept of concentration and embedded the subliminal presentation of a brand logo into a computer game. Actual subsequent con- sumption of dextrose pills (of the presented or a not presented brand) was measured dependent on the level of participants tiredness and the subliminally presented logo. We found the same pattern as Karremans et al. (2006): only tired participants consumed more of the subliminally presented than the not presented brand. Therefore, the findings confirm that subjects are influenced by subliminally pre- sented stimuli if these stimuli are need-related and if subjects are in the matching motivational state.
Sign up today - FREE
Mendeley saves you time finding and organizing research. Learn more
- All your research in one place
- Add and import papers easily
- Access it anywhere, anytime