crta
Hrvatska znanstvena Sekcija img
bibliografija
3 gif
 Naslovna
 O projektu
 FAQ
 Kontakt
4 gif
Pregledavanje radova
Jednostavno pretraživanje
Napredno pretraživanje
Skupni podaci
Upis novih radova
Upute
Ispravci prijavljenih radova
Ostale bibliografije
Slični projekti
 Bibliografske baze podataka

Pregled bibliografske jedinice broj: 656407

Zbornik radova

Autori: Ferenčić, Matea; Dlačić, Jasmina
Naslov: Do subliminal messages have any influence on customer perception?
Izvornik: 23rd Cromar congress: Marketing in a dynamic environment - academic and practical insights, Congress proceedings / Grbac, Bruno ; Lončarić, Dina ; Dlačić, Jasmina (ur.). - Lovran : Faculty of Tourism and Hospitality Management in Opatija, University of Rijeka ; CROMAR , 2013. 568-579 (ISBN: 978-953-7842-18-5).
Skup: 23rd Cromar congress: Marketing in a dynamic environment - academic and practical insights
Mjesto i datum: Lovran, Hrvatska, 24-26.10.2013.
Ključne riječi: subliminal messages; perception; subliminal advertising; promotion
Sažetak:
Subliminal messages have from their emergence, in the middle of the 20th century, caused many controversies. Possibility to use them to influence consumer behaviour to this day remains unexplored. So, the question of influence of subliminal messages on the consumer perception remains unanswered. Some authors (Krosnick, Jussim and Lyn, 1992) with their work give proof to their efficiency, while others (Aronson, 2005) doubt in their influence. Purpose of this article is to explore the influence of subliminal messages on consumer perception. With the help of two conducted experiments the potential influence of subliminal messages is explored. Experiments included two video movies. In the first one we included both positive and negative subliminal messages. In the second one the goal was to explore if there is a difference between participants who were shown subliminal messages and the ones who were not. The experiments showed that indeed there is a small, but statistically not significant relationship between subliminal messages and the answers given by the participants. Based on the results the nul- hypothesis which states that it is possible to influence on the subconscious part of the human perception was rejected. Hence, alternative hypothesis stating that it is not possible to influence on the subconscious part of the human perception was accepted. Paper also offers managerial implications for using subliminal messages.
Vrsta sudjelovanja: Predavanje
Vrsta prezentacije u zborniku: Cjeloviti rad (više od 1500 riječi)
Vrsta recenzije: Međunarodna recenzija
Projekt / tema: 081-1151212-1454
Izvorni jezik: ENG
Kategorija: Znanstveni
Znanstvena područja:
Ekonomija
Upisao u CROSBI: Jasmina Dlačić (jasmina.dlacic@ri.t-com.hr), 20. Stu. 2013. u 23:02 sati
Napomene:
Sažetak rada je objavljen i u Zborniku sažetaka, ISBN: 978-953-7842-16-1.



Verzija za printanje   za tiskati


upomoc
foot_4