The Effect of Subliminal Advertisement on Consumer Purchase Intention

Abstract

The study was conducted to determine the role of a subliminal advertisement on consumer behaviour by taking ad perception as a mediating variable and the ethical considerations as a moderating variable. This depicted a strong and positive relationship between the variables. Presently, the firms are delivering hidden or subliminal messages which are impacting the subconscious of the customers which will enhance their purchasing power of the customers. The data was gathered from a sample of 254 respondents to illustrate the impact of subliminal advertisement on consumer purchase intentions. This provided a brief picture of the analysis and aided in conducting effective research. The data was gathered by using the questionnaire method which was reliable and consistent. Afterward, the data was entered and analysed and multiple tests were applied including the reliability, frequency distribution, descriptive statistical analysis, correlation, and regression. These tests demonstrated that the ad perception and the ethical considerations play a vital role in the research showing that the subliminal advertisement impacts the consumer purchase intentions.