An online survey was conducted to assess the respondents' awareness, attitudes, and beliefs regarding subliminal advertising. The main goal of this paper is to determine whether people are aware of the existence of subliminal messages in the media and media manipulations and do they find them ethical. How crucial the influence of subliminal messages is for behaviour has not yet been sufficiently explored. However, most human psyche researchers are still inclined to think people cannot be persuaded on an unconscious level to behave in a way they would not consciously act. Subliminal messages are viral and are used to manipulate consumers. Most research to date indicates that people do, in some way, perceive subliminal stimuli that can have an impact on their behaviour. Such advertising is often considered unethical and, in certain types of advertising, even forbidden by law. These are hidden signals inserted into advertising messages sent to a target audience to influence their subconscious behaviour. Subliminal messages appear in movies, commercials, music videos, and even cartoons. The paper concludes with a general discussion about the lack of theories that could explain any observed effects of subliminal manipulation. Regardless of the task and age group, no effects of subliminal messages on choice behavior could be observed. In Experiment 2, children (N = 82 age: 7-11 years) served as subjects. No significant differences were found between experimental and control conditions. Musical examples without subliminal messages were used as a control condition. In two blinded, non-directed listening tasks, subjects had (a) to choose one word out of ten from a list of words (condition wordlist), and (b) to indicate which drink they would like by putting a plastic chip into a box standing in front of four labeled bottles of water (condition choice of drink). The results of two experiments will be presented: In Experiment 1, the authors tried to manipulate choice behavior of adult students (N = 66 age: 19-30 years) using subliminally presented words in two pop music pieces. Subliminal messages are assumed to function as auditory primers. The present study examines the effects of subliminal text messages in music on choice behavior.
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