Subliminal stimulation is the feature of human psychology, that is currently used not only in medicine or psychoanalysis, but also in advertisement and the marketing spheres.
Subliminal stimulation continues to spark interest among marketers, advertisers, psychologists and the general public. Experimental psychologists continue to develop and debate sophisticated methodologies to examine conscious and unconscious perceptual processing and their effects (cf., Merikle and Cheesman 1987; Marcel 1983) (in Hawkins, Del I., 1989).
The participants to this research were the ordinary people, who usually experience this subliminal stimulation observing the advertisements slogans and posters, which are aimed to attract the new customer.
As for the materials, that were used to arrange and held this research, it should be emphasized, that the ordinary commercial posters, advertising videos and slogans, that surround people in their everyday life is the richest source for researching the matters of subliminal stimulation. The fact is that, the types of stimulation may be different: visual or audio. Depending on the type of stimulation, the stimulation channel differs, consequently, the level of stimulation changes. According to the origins of the perception, visual channel is wider than the audio perception, consequently, the posters and videos are more preferable in advertising, if subliminal stimulation is used.
Procedure
The procedures, used for the research included the subliminal graphic presentations than from the presentation of words which require decoding. The researchers explained this in terms of right-left brain processing. Thus, “quick looks,” such as in subliminal processing, would probably be more effective for right brain processing of pictures than for left-brain processing of language. (Hawkins, Del I., 1989).
Results
The results of the research revealed, that the subliminal stimulation affects the subconsciousness, and makes people act in accordance with hidden tips. If these tips relate the commercial message, the experimental audience (consumers) acts as these tips point, and buy the required goods. Saegert (1987) compared alternative theoretical perspectives derived from empirical evidence. He classified the Hawkins’ study and the Cuperfain and Clarke (1985) research as examples of incremental effects theory, in which a weak stimulus accumulates across multiple presentations until some behavioral threshold is reached, whereupon a behavior is evoked. (in Hawkins, Del I., 1989).
Discussion
It is necessary to mention, that the hypothesis is confirmed, as the subliminal stimulation appears to be rather powerful instrument in advertisement and marketing. The fact is that, these issues may be used not only for the benefit of some commercial groups and for the benefit of companies. Subliminal stimulation may be used in education, and, probably, it will be the most successful application of this hypothesis.
In spite of the effectiveness of the offered approach in marketing, there are some limitations, as not everyone may be subjected to such stimulation. It depends only on personal psychological features of every individual. Another point is that not any stimulation may be used, as the advertisement should not call for racial, sexual, religious or national discrimination, violence or any other abusive behavior.
Future Directions
The future directions of the research may be held in the context of defining the psychological barriers, that prevent the stimulation. As it has been emphasized, not everyone is subjected to stimulation, and the further direction of the research may be aimed to define the reasons of this impossibility.
References
Hawkins, Del I. Subliminal stimulation: some new data and interpretation. Journal of Advertising, 1989