SUBLIMINAL MESSAGES AND THEIR IMPACT ON YOUNG PEOPLE’S CONSUMPTION BELIEFS AND ATTITUDES

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Published: Dec 30, 2018
DOI: https://doi.org/10.15443/RUTA20231088

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Alexander Varon Sandoval, Professor
Administration Sciences Faculty. Universidad del Valle. San Fernando
https://orcid.org/0000-0002-8534-3955
Javier Sanchez Torres, Doctor
Instituto Tecnologico Metropolitano- Medellin, Colombia. University Of Medellin; Medellin, Antioquia, Colombia
https://orcid.org/0000-0002-8217-2177
Lizeth Carolina Zapata Castillo, Profesional
Profesional en mercadeo. Colombia
https://orcid.org/0000-0002-0876-4326

Abstract

To test the effectiveness of subliminal messages inserted in media as a consumption or purchase incentive mechanism, specifically the effects with regard to changing and/or creating beliefs and attitudes in young people, and to determine the magnitude of this impact, an experiment that involved visual transmission, subliminal messages, and a group of students belonging to generation ‘Z’ was conducted. The results revealed partial rejection of a state of indifference among the groups that were exposed to subliminal messages, indicating a preferential attitude towards the brand. The most significant finding stems from the homogenous subsets created for subsequent analysis, which in most cases provided no evidence that exposure to subliminal messages had an effect on the beliefs and/or attitudes of the respondents. Our study found a direct relationship between the subliminal messages related to a product and the subsequent associations that consumers may have had as a result of this exposure.

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How to Cite
Varon Sandoval, A., Sanchez Torres, J., & Zapata Castillo, L. C. (2018). SUBLIMINAL MESSAGES AND THEIR IMPACT ON YOUNG PEOPLE’S CONSUMPTION BELIEFS AND ATTITUDES. Revista Universitaria Ruta, 20(2), 24–36. https://doi.org/10.15443/RUTA20231088
Issue
Vol. 20 No. 2 (2018): 2018
Section
Artículos
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This work is licensed under a Creative Commons Attribution 4.0 International License.

Author Biographies

Alexander Varon Sandoval, Professor, Administration Sciences Faculty. Universidad del Valle. San Fernando

Doctoral student in social and legal sciences (enterprise research line). Master in Neuromanagement. Magister in Organizational Sciences. Master in marketing. Specialist in Production management with concentration in enterprise logistics. Associated Professor. Administration and Organizations Department. Marketing Academic Area, Administration Sciences Faculty. Universidad del Valle. San Fernando Headquarters. Building 124. Address: Calle 4B No 36-00. alexander.varon@correounivalle.edu.co. https://orcid.org/0000-0002-8534-3955

Javier Sanchez Torres, Doctor, Instituto Tecnologico Metropolitano- Medellin, Colombia. University Of Medellin; Medellin, Antioquia, Colombia

Doctor in Business. Instituto Tecnologico Metropolitano- Medellin, Colombia. University Of Medellin: Medellin, Antioquia, Colombia

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