Theoretical Approach of Subliminal Advertising

Subliminal advertising is one of the most controversial topics in marketing for several decades and sparks interest among the general public and marketers. This is an interesting phenomenon that needs to be studied, explained, and understood in order to destroy the myth among consumers. This paper aims to explore most of the definitions and concepts associated with subliminal priming and subliminal techniques in order to test and develop a theoretical approach to subliminal marketing and its effects. This chapter, through a case study based on secondary sources, reviews how subliminal advertising influences consumer behavior. Studying subliminal priming represent interest among marketers, as a notoriety topic, not enough studied. Since its beginning, subliminal effects was investigated in marketing applications, of the question of effects on behavior. We evaluate subliminal techniques and establish the existence, or nonexistence, of the subliminal priming and persuasion. The implications and findings of this research suggest that the subliminal stimuli field needs continued research and also, this chapter helps to place this subject, in a proper perspective and clarifies much of its confusion.