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The workings and limits of subliminal advertising: The role of habits
Author(s) -
Verwijmeren Thijs,
Karremans Johan C.,
Stroebe Wolfgang,
Wigboldus Daniël H.J.
Publication year - 2011
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1016/j.jcps.2010.11.004
Subject(s) - subliminal stimuli , advertising , priming (agriculture) , psychology , social psychology , marketing , business , germination , botany , biology
Despite years of controversy, recent research demonstrated that, if goal‐relevant, subliminal advertising can be feasible. To further elucidate the workings and limits of subliminal advertising, the present study examined the role of habits. Participants chose between two brands, one of which was subliminally primed. If neither brand was habitually consumed more frequently than the other, results from previous research were replicated. However, subliminally priming the more habitual brand did not increase brand choice. Remarkably, when the advertised brand was competing with a more habitual brand, priming increased choice for the primed brand at even the expense of the habitual choice.