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dc.description.abstractSubliminal persuasion means persuading consumers towards a particular action when actually the target is not aware about it. Consumer exposed to subliminal advertisements can be tempted towards irrational behaviour like that of unplanned buying and compulsive buying. Davie Lakhani (2008) has categorized half sexual actions in ads, Metaphor and Celebrity endorsement all into subliminal advertisements. Though there are instruments that can be used to directly measure the impact of subliminal advertisements on a consumer, but in this research Developed Instrument was used to see how consumers report their cognition, affection and it also explored whether consumers exposed to subliminal advertisements were able to evaluate subliminal advertisements, how much thrilled and involved consumers felt about the characters depicted in subliminal advertisements was also part of the study. The study considered few of the advertisements containing subliminal messages which were given to respondents as a case study. Sample size of 390 was chosen which included males, females, married, unmarried youth ranging in the age group of 18-35 from different professional and non-professional back grounds. The overall results have revealed mixed behaviour of respondents after they were exposed to subliminal advertisements. Though the subliminal advertising is used as a technique for generating sales which forms legitimate goal of an organization but how such exposure to subliminal advertisements is going to affect the life pattern of a consumer in long run is a matter of greater concern.
dc.titleImpact of Subliminal Messages in TV Advertisements on Consumer Behaviour a Case Study of Youth in Kashmir Province of JandK
dc.creator.researcherSofi, Shakeel Ahmad
dc.subject.keywordIrrational Behaviour
dc.subject.keywordSubliminal Ads
dc.contributor.guideNika, Fayaz Ahmad
dc.publisher.universityCentral University of Kashmir
dc.publisher.institutionDepartment of Management Studies
Appears in Departments:Department of Management Studies

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02_declaration.pdf76.49 kBAdobe PDFView/Open
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04_acknowledgment.pdf78.17 kBAdobe PDFView/Open
05_abstract.pdf47.56 kBAdobe PDFView/Open
06_table of contents.pdf69.88 kBAdobe PDFView/Open
07_list of tables & figures.pdf37.98 kBAdobe PDFView/Open
08_chapter01.pdf358.5 kBAdobe PDFView/Open
09_chapter02.pdf145.91 kBAdobe PDFView/Open
10_chapter03.pdf114.03 kBAdobe PDFView/Open
11_chapter04.pdf213.78 kBAdobe PDFView/Open
12_chapter05.pdf110.92 kBAdobe PDFView/Open
13_bibliography.pdf114.92 kBAdobe PDFView/Open
14_appendix-a.pdf31.99 kBAdobe PDFView/Open
15_appendix_b.pdf102.12 kBAdobe PDFView/Open

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