This paper provides an evaluation of the evidence and arguments advanced in support of the effectiveness of various subliminal advertising techniques. Such practices are purported to influence consumer behavior by subconsciously altering preferences or attitudes toward consumer products. While there is some marginal evidence that subliminal stimuli may influence affective reactions, the marketing relevance of this finding remains to be documented. The notion that subliminal directives can influence motives or actions is contradicted by a large body of research evidence and is incompatible with theoretical conceptions of perception and motivation.
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