期刊名称：International Journal of Advances in Engineering and Management
电子版ISSN：2395-5252
出版年度：2021
卷号：3
期号：9
页码：1033-1041
DOI：10.35629/5252-0309873878
语种：English
出版社：IJAEM JOURNAL
摘要：The prime intention of this study is to examine the impact of unconscious messages conveyed in movies about different brands, on the consumer behaviour (subconscious mind). As there are numerous techniques in which the impact of unconscious advertisements can be determined, this study opted an approach to record the responses via questionnaire. The observations recorded have been found significant and mostly subliminal exposure convinces young consumers, and headlong them into the complex relationships through the subconscious mechanism. Besides this, the subliminal advertising has an ultimate importance in determining the purchase intentions and buying tendencies of the customers. Responses under this study have shown very significant differences with their perception and compulsive buying tendency towards the subliminal advertising. This current study has a great significance for knowing to what extent the subliminal advertisements affect the consumers purchase decision.
