1. 10
Individual Influence
on Buying Behaviour
4.6.2 Subliminal Techniques
Subliminal perceptions can be formed through several routes. The following are
some techniques:
a) Embeds
Embeds are tiny figures that are inserted into magazine advertising by use of high-
speed photography or airbrushing. These hidden figures, usually of a sexual nature,
xert strong but unconscious influences on innocent readers. Ice cubes
uasion. Critics often
his technique. For
s. These tapes, which typically feature the sound
n.
rowth of this market, there is little evidence that subliminal stimuli
tran the auditory channel can bring about desired changes in behaviour.
ind bums, including Led Zeppelin's classic son "Stairway to
Heaven," which contains the lyric "...there's still time to change." When played in
t.
bro
sub ugh, these messages are played at a (barely) audible level,
any
o
a
India for creating subliminal
perc
.
.....
.
.
supposedly e
are a prime culprit for accusations of this type of subliminal pers
focus on ambiguous shapes in drinks as evidence for the use of t
instance, one ad of the Gilbey's Gin contains letters S E X are spelled out in the ice
cubes.
b) Auditory Messages
In addition to subliminal visual messages, many consumers and marketers seem to be
fascinated by the possible effects of messages hidden on sound recordings. An
attempt to capitalize on subliminal auditory perception techniques is found in the
growing market for self-help cassette
of waves crashing or some other natural setting, supposedly contain subliminal
messages to help the listener stop smoking, lose weight, gain confidence, and so o
Despite the rapid g
smitted on
c) Consumer Folklore
Along with the interest in hidden self-help messages on recordings, some consumers
have become concerned about marketing rumors, also called as the consumer
folklore, of satanic messages recorded backward on rock records. The popular press
has devoted much attention to such stories, and state legislatures have considered
bills requiring warning labels about these messages. These backward messages do
eed appear on some al
reverse, this phrase sounds like "so here's to my sweet Satan." The novelty of such
reversals might help to sell records, but the "
evil"
messages within have no effec
Humans do not have a speech perception mechanism operating at an unconscious
level that is capable of decoding a reversed signal.
d) Low Level Auditory Stimulation
One technique, known as `psycho-acoustic persuasion', does appear to work. Subtle
acoustical messages such as "I am honest. I won't steal. Stealing is dishonest" are
a 00 stores in the united states to p
revent shoplifting. Unlikedcast in more than 10
liminal perception, tho
using a technique known as threshold massaging. After a nine-month test period,
theft losses in one six-store chain declined almost 40 per cent, saving the comp
$600,000.
To conclude, some evidence indicates, however, that these messages are effective
only on individuals whose value systems make them predisposed to suggestion. For
example, someone who might be thinking about taking something on a dare but wh
feels guilty about it might be susceptible to these messages, but they will not sway,
professional thief or a kleptomaniac.
Activity 7
Give one Indian example of the techniques used in
eption.
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4.7 SUMMARY
The unit is the initial unit of the block on individual influences on consumer
behaviour and focuses attention on the perception process. It defines perception as
the process of selecting, organizing and interpreting the stimuli to make a picture or a
viewpoint. Perception is a
