Impact of Subliminal Advertising on Consumer Purchase Intentions

The influence of subliminal advertising on consumer behaviour has been controversial for a very long period. However, regardless of whether or not subliminal advertising affects consumer behaviour, consumers need to be aware of such practices (John E Lincoln, 2020). The purpose of the book is to answer the following questions.¿ Are people aware of the idea of subliminal advertising?¿ Do people perceive the practice of using hidden messages in advertisements as being ethical?¿ Is there a difference in the awareness levels of boys and girls regarding subliminal advertising?¿ Does subliminal advertising influence consumer¿s purchase intentions?To accomplish these objectives, two separate studies were undertaken.