At first sight, the decision-making in online environments seems to be very uncomplicated because users are only a couple of clicks, away from access to their information, needs, or purchase. Thus, search behavior follows an inner motivation to achieve a specific goal (Cutrell and Guan, 2007). Nowadays the World Wide Web has become an integral part of life and search engines have become a crucial tool (Yoo, 2014), which fulfill needs by finding information or shopping online (Pan et al., 2007a). Keywords: Subliminal Priming, Advertisement, Search Engines and Evaluation 1 Introduction 1.1 Background on the topic The results indicated that priming positively influences the evaluation on online advertisement and search engines, regardless of participants’ attitudes towards online search. Half of 98 participants were subliminally primed with the Google ad-icon “Anzeige” and subsequently evaluate on online advertisement and search engines. An online survey was conducted trying to investigate that goal priming effects subsequent evaluation, but only when certain conditions interact with persons’ attitudes. need for information and goal relevance). Subliminal stimuli seem to have great potential for this matter since there is much similarity (Strahan, Spencer, and Zanna, 2002) between the factors that make subliminal stimuli effective and the online search environment (i.e. To give a clear answer for this matter, possibilities but also dangers of online information seeking and subliminal perception have been investigated. In this bachelor thesis, based on the findings by Karremans, Stroebe, and Claus (2006), the effectiveness of subliminal cues on choice behavior was transposed to the online search environment. Summary of Hierarchical Regression Analysis. Pearson Correlation between Priming Variable, DVs & Outcomes T-test Evaluation of Online Advertisement in General List of Tables non-health related no-priming stimulus materials (logo)įigure. non-health related priming stimulus materials (logo)įigure 2. When the supposed subliminal messages or images are exposed, impact of ads and logos on consumers’ minds is diminished.2.1.2 Definition of Subliminal AdvertisementĢ.4 Evaluation on Google Search Result Pagesįigure 1. Conscious thoughts and emotions by Compelling marketing keep the consumers away from coming back to a brand they already like. Many marketers don't see the need, to sway some undecided consumers by the help of subliminal marketing. For example is a subliminal message flashes about a product related to sports gear, but you are not interested in sport, then it won’t influence you to buy. In order to be influenced by subliminal perception, they must be motivated to do what the subliminal message suggests after hearing about the brand. Subliminal marketing helps to gain attention of the customers and influence them to prefer your product if they are not loyal to another competing product. This logo features a smiley face that connects A to Z, as to suggest that amazon can find anything starting with A to Z and customers will always be happy doing business with Amazon. They use the subliminal references to power, happiness, wealth or hunger in their online, print and television ads or in brand logos. Many marketers include these subliminal words and images in advertising. Thus marketing messages that influence them unconsciously are called subliminal perception of customer’s experience. It occurs even when the stimulus is very weak but still can influence people.Īn organization message is called effective when it sticks in consumers’ minds and influences them to buy. Two basic types of subliminal messages can be sent to the unconscious- auditory & visual. It is the mind control that can be achieved without awareness. When perception about a product is more powerful than the awareness about that product. When peoples' thoughts, feelings and actions are influenced by stimuli without awareness.
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