Please use this identifier to cite or link to this item: http://hdl.handle.net/10603/205501
Full metadata record
DC FieldValueLanguage
dc.coverage.spatial
dc.date.accessioned2018-06-07T05:13:24Z-
dc.date.available2018-06-07T05:13:24Z-
dc.identifier.urihttp://hdl.handle.net/10603/205501-
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.format.extent
dc.languageEnglish
dc.relation
dc.rightsuniversity
dc.titleImpact of Subliminal Messages in TV Advertisements on Consumer Behaviour a Case Study of Youth in Kashmir Province of JandK
dc.title.alternative
dc.creator.researcherSofi, Shakeel Ahmad
dc.subject.keywordCognitions
dc.subject.keywordEmotions
dc.subject.keywordIrrational Behaviour
dc.subject.keywordSubjugation
dc.subject.keywordSubliminal Ads
dc.description.note
dc.contributor.guideNika, Fayaz Ahmad
dc.publisher.placeSrinagar
dc.publisher.universityCentral University of Kashmir
dc.publisher.institutionDepartment of Management Studies
dc.date.registered01/09/2012
dc.date.completed2014
dc.date.awarded29/11/2014
dc.format.dimensions
dc.format.accompanyingmaterialDVD
dc.source.universityUniversity
dc.type.degreeM.Phil.
Appears in Departments:Department of Management Studies

Files in This Item:
File Description SizeFormat 
01_title.pdfAttached File44.88 kBAdobe PDFView/Open
02_declaration.pdf76.49 kBAdobe PDFView/Open
03_certificate.pdf76.49 kBAdobe PDFView/Open
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


Items in Shodhganga are protected by copyright, with all rights reserved, unless otherwise indicated.