Abstract
Despite the growing interest among the scientific community regarding the power of subconscious, the current research did not find any evidence of its superiority over consciousness in generating positive consumer experience. This study shows that researches in subliminal messages have been set to work towards a set of pre-defined results and can only be used to generate some insignificant changes in social behaviour. Such behaviour is elicited only in laboratory conditions with specific situational variables. Interpretation of the existing corpus of the literature shows that subliminal messages can create negative experience which leads to hostile behaviour like derogatory comments on an African by an American citizen when the latter was primed with negative subliminal messages. Positive priming on the other hand showed weak presence in behaviour. However, research in the field of subliminal messages is required to inspect whether it is capable of improving mental health as indicated by few researches. Further exploration is required to prevent subliminal abuse. As indicated in the current study, subliminal messages when used in commercials are not capable of making a significant increase in sales figures when compared to supraliminal messages. Such messages and their wide-spread broadcast are not ethical because of the advertiser’s inclinations to use lascivious, disparaging or satanic stimuli which can lead to fatal outcomes like alleged suicide of a 10-year old boy. Positive experience or happiness is a subjective feeling and is generated by supraliminal messages which has been shown in the study to rely heavily on consciousness.
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Sur, R. (2021). Subliminal Messaging: Moving Beyond Consciousness. In: Dutta, T., Mandal, M.K. (eds) Consumer Happiness: Multiple Perspectives. Studies in Rhythm Engineering. Springer, Singapore. https://doi.org/10.1007/978-981-33-6374-8_6
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