The effects of marketing stimuli. (c1996)

Abstract

At the end of the Twenty-first century, consumers are bombarded each day by hundreds of advertising messages intended to motivate them to buy something. However, new techniques developed by marketers do not allow individuals to become aware of much of the information delivered because it is below the threshold for conscious perception. Nonetheless, some embeds used by marketers could be consciously perceived once they are pointed out. Thus, this information presentation takes place at two different levels of consumer awareness. At the upper most level, consumers will have full conscious awareness of this information. They are paying attention and she or he should be able to remember and state the nature of the information. At the second level, subliminal information would be transmitted where the consumer is assumed to have no conscious awareness. This research paper was conducted with the assumption that all people might be affected by marketers stimuli. Thus, there are some basic factors and drives common among the human being, i.e. sex motivation, violence, security needs, ego satisfaction ... etc. As a result, marketers are continuously trying to understand what motivates people in making their purchase decision (motivational research) while seeking to explore the subconscious. The purpose of this study was to find whether the inclusion of embed words or symbols can have any effect on consumer behavior and intention to buy. This will be followed by an investigation to find out if these can lead to any reaction (cognitive, affective or sexual) upon the consumers' feelings. It is hoped that this effort will assist in furthering the studies aimed at improving marketing communication messages and building consumer awareness in Lebanon as to the factors that might affect buying behavior.