Subliminal Persuasion on a Consumer’s Cognitive Process: A Review
Subliminal Persuasion on a Consumer’s Cognitive Process: A Review

Summary/Abstract: The ability of subliminal messaging for communicating with the consumers’ unconscious minds is questionable, especially among the marketing scholars. This article intends on providing some insight on this perplex situation by reviewing experimentation studies in the area of cognitive and behavioral neurosciences. These basic research studies employed laboratory settings for controlling the influence of extraneous factors to provide a more conclusive causal relationship between the stimulus and the neural activity. The result from reviewing the findings from these sources suggested a strong possibility of subliminal messages reaching and influencing consumers’ decision processes, but only to a certain extent. The consumers face a more complex situation in reality than in the laboratory-setting environment. This as well as other reasons limit the ability to fully transfer the knowledge from the cognitive and behavioral neurosciences to the business practices.

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