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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