Leveraging the subconscious mind: Transgressing advertisement

The study was conducted to understand the effectiveness of the subliminal message brand retention and the consumer choice that follows. The research followed an experimental approach to accomplish the outcome through a constrained choice procedure, which was triggered by visual stimuli. The subjects for the study were exposed to subliminal message initially through a video and the effectiveness of the subliminal message was tested by asking them to exercise their choice from among certain alternatives. Later, the same respondents were tested for retention of the previously given subliminal messages after being exposed to different video without subliminal message. The research experiment could not observe significant consistency with their choices prior and post experiment. Hence, our conclusion is that, there is significant impact of subliminal message. With regard to retention, there is no significant relationship between the two choices, which empirically endorses that there is no retention of subliminal message in the mind of the consumers.