SUBLIMINAL ADVERTISING, CONSUMER AWARENESS, AND ADVERTISING ETHICS

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Dr. Sunayana Shukla

Abstract

The study aims at creating awareness of subliminal advertising amongst consumers. The study also aims at finding out if gender plays a role in the awareness levels of people. The primary data comprises young students of the Sambalpur district. A t-test of significance was used to test the hypothesis. The results of the study reveal that the awareness level regarding subliminal advertising is yet to improve in the area under the study. Also, there is no significant difference in the awareness levels of boys and girls regarding subliminal advertising. The study also attempted to check whether consumers perceive the practice of using hidden stimuli in advertisements, as being ethically correct. The results of the primary data study show that people do not consider the practice to be morally and ethically correct. They feel that subliminal advertising is a manipulative practice and is against consumer’s interests.

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