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An investigation of subliminal embed effect on multiple measures of advertising effectiveness
Author(s) -
Rosen Dennis L.,
Singh Surendra N.
Publication year - 1992
Publication title -
psychology and marketing
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 1.035
H-Index - 116
eISSN - 1520-6793
pISSN - 0742-6046
DOI - 10.1002/mar.4220090206
Subject(s) - subliminal stimuli , psychology , recall , advertising , social psychology , cognitive psychology , business
The effect of subliminal sex and death embeds on attention to advertising, change in attitude, behavioral intention, and day‐after recall of advertising were investigated for two products. Contrary to findings in some previous research, no significant effects were indicated in the current study at any level. A review and comparison to previous research is provided, along with a possible explanation for conflicting research findings in the area.