SUBLIMINAL ADVERTISING AND ONLINE CONSUMER BUYING BEHAVIOUR: A STUDY OF INDIAN CONSUMER

Abstract

A researcher named James Vicary coined the term “subliminal” in the 1950s. The word subliminal comes from the Latin sub limen, which means the threshold of conscious awareness. James Vicary argued that the sales rate of the moral sense had grown based on the split-second flashing of visual encouragements suggesting the audience to make these purchases (Zekan. B et al. 2022).  Companies need to focus on a strategic way to launch their new product in the Indian market, especially during this pandemic situation, by offering some discounts (Song, 2020).  The online subliminal advertisement uses hidden messages to attract consumers' attention bypassing the conscious mind, which is vital in activating or stimulating the subconscious mind. Human beings most often follow the passive mind to do daily activities. The use of subliminal advertising and customer attraction to the advertisement is positively proportionate to the result of the increasing business of the organisation. Consumer behaviour largely influences the brand design and marketing procedure, so the market experts are designing and innovating the existing brand, logo, and advertising with innovation through creative minds and tools to attract more active and boost customer loyalty (Atrees, 2013). When the customer goes to buy a product, the advertisement will emerge in the customer’s mind, where the visual perception of the human brain reflects the decision to buy or ignore the object (Abayi, 2016). The online subliminal advertisement may create anxiety in the consumer’s mind which will be relieved after purchasing the product or service to mitigate the anxiety (Content, 2013).  Initially, the subliminal messages sometimes took place on the radio, on film, and in the programs embedded on television. At that time, people did know whether the subliminal messages influenced the audience. In today’s age, influencers primarily include a paid collaboration in that individual’s video online on Over the top (OTT) Platforms such as YouTube. The aspect of social influence has been taken into consideration gravely. Hence Subliminal advertising on social media platforms has made them a crucial tool for product promotion (Sammis, 2015).  According to research, the idea of using social media platforms for advertisements has turned advertising into a billion-dollar business, however, the main challenge is to hire an influencer who will efficiently spread information about a particular product (Li, 2015). The goal of digital advertisers is to reach the right audience through online media channels such as display, popular websites, mobile, videos, and social networking websites. The right audience is made of existing customers and valuable prospects who might be turned into future customers. Advertisers find new customers by extending the specifications of a current product to make it desirable in the market and attract new consumers, attracting new consumers, and by keeping the old customer’s view in mind where the diversity is not much compared to the old one (Shen et al., 2015). Advertising content helps to increase the brand reputation and recognition, which in turn inclined consumers to have the branded product to feel happy. Evaluation of advertisement was influenced by the theme and effective tune of preceding articles which connect to the emotion of people and have more influence in the purchasing decision (Mograbi, 2012).

Subliminal advertising has been the most controversial aspect of marketing for individual decades, and the sparks of subliminal advertising build interest between the public and, specifically the marketers. Subliminal advertising is a fascinating sensation that must be explained, understood and adequately studied to destroy the misbelief in the customer’s (Madan A. R., 2021).