ROMANIAN JOURNAL OF

EXPERIMENTAL APPLIED PSYCHOLOGY

VOL. 5, ISSUE 4 – www.rjeap.ro

STUDY REGARDING THE INFLUENCE OF SUBLIMINAL

MESSAGES ON PRODUCT CHOICE

MIHAI ANIŢEI , MĂDĂLINA CURELEA b

a,bUniversity of Bucharest,

Faculty of Psychology and Educational Sciences

Abstract

The present study proposed to show the fact that audio subliminal stimuli may

influence the behavior of choosing certain food and beverage producs among

students at Psychology. The subjects of this research study were 193 students, 129

female and 64 male, aged between 19 and 35 years old M=21.71; S.D.=2.70),

students at the Faculty of Psychology and Educational Sciences, University of

Bucharest. They have been divided into six different experimental groups. The

utilized materiales included playing a melody which words were inserted on a

auditive subliminal naming fruit, beverage and sandwich. The dependent variables

were the following: the number of words the subkects hear during the melody, the

hunger sensation induced and preference for a certain type of food (fruit, sweeets,

sandwiches). The independent variables were: the intensity of words registered

during the melody (high, low, very low). Also answer charts were utilized (both

with images and text which represents the words registered during the melody)

which the participants complete after listening to the stimuli-melody. The obtained

results following hypothesis testing were partially confirmed (hypothesis 2 and

partially, hypothesis 1). The study may be extended within populations different

regarding age, qualifications and applied subliminal stimuli.

Cuvinte cheie: stimuli subliminali, mâncare, sete, foame, alegerea

consumatorului.

Keywords: subliminal stimuli food, thirst, hurger, consumer choise.

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1. INTRODUCTION

Ducoffe (1996) apud Kim & Han (2014) consider that within the

advertisement domain the most important factors are the cognitive and affective

ones. The authors consider that the cognitive factors include the perception on

information and credibility in advertising as long as the content has an informative

purpose (Aaker, Norris, 1982 apud Kim, Han, 2014). MacKenzie & Lutz (1989)

apud Kim & Han (2014) emphasize the fact that the advertising credibility refers to

the general perception of the consumer regarding the veridicity of the advertising.

Schlinger (1979b) apud Hyun, Kim &Lee (2011) consider that stimulating in

advertising indicates that it is pleasent, enterteining in order to be followed and has

the role of influencing the consumer’s attitude. Eisend (2006) proposes a

metaanalyzis of advertising based on empirical data within professional literature

and shows that the study results confirm that persuasive messages in advertising

depend on the information quantity, the attribute’s quality, plasing negative

information, marketing volunteering, correlation between positive and negative

attributes. Manolea, Chraif, Sebastian & Ciolacu (2012) conducted an experiment

that highlights the influence of triangle subliminal geometrical forms in choosing

the most desired geometrical form.

Gorn, 1982 (apud Alperta, Alpert and Maltz, 2005) have emphasized that

background music utilized in commercials can be associated to the promoted

product, both consciously and unconsciously, influencing the consumer regard the

product choice by classical conditioning. In this regard authors show that by

classical conditioninng, the exposed product is correlated to positive emotions

transmitted by likeable music.

Lewis (1981) apud Hyun, Kim & Lee (2011) have shown that when

managers experiment pleasent feelings towards advertising, they have the tendency

of offering a larger quantity of positive information.

Doron and Parot (2007) define the subliminal stimuli as a type of stimuli

which is placed under the absolute treshold, or connected to the distance between

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two stimuli, a difference which cannot reach the differential treshold. It also

describes an event situated beyond any treshold.” (Doron & Parot, 2007, p756).

Hawkins, 1970 (apud Chandrasekera, Vo, D’Souza, 2012) have demonstrated

that there is a possibility of inducing subliminal suggestions in short inspiration

moments using external stimuli, through subliminal suggestions, namely stimuli

under the mínimum of awarness level.

Dehaene et al. (1998) apud Bustin et al (2012) have shown that the

unconscious stimuli influence the semantic processing, emotional processing

(Morris, Öhman, & Dolan, 1998 apud Bustin et al, 2012), the product choice

(Verwijmeren, Karremans, Stroebe, & Wigboldus, 2011 apud Bustin et al, 2012 )

and action planification (Binsted, Brownell, Vorontsova, Heath, & Saucier, 2007

apud Bustin et al, 2012).

According to Verwijmeren, T., et al (2013), in adverrtising, subliminal stimuli

operates as an automatic process, which people are not aware of.

Karremans, Stroebe, & Claus (2006) apud Verwijmeren, T.,et al (2013) have

demonstrated that, in specific conditions, subliminal advertising may affect the

consumer’s behavior in choosing certain products.

Karremans et al (2006) apud (Verwijmeren, T.,et al, 2013) have shown that

subliminal action for the benefit of a certain soda company has increased the desire

of drinking it only among the subjects who were already thristy.

Strahan, Spencer, și Zanna (2002) apud Verwijmeren, T.,et al, 2013) have

demonsted there is a relevant ovjective of the subliminal message (such as thirst)

which affects the announcement’s persuasión of directing the objective (decreasing

the thirst), when there is a motivation of reaching the objective (when the thirst is

present, or instance).

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2. OBJECTIVE AND HYPOTHESES

2.1. OBJECTIVE

The present study objective was to emphasize the influence of subliminal

audio messages on consumers. In other words the research was focused on

inducing the participants the feeling of hunger and preference for a certain type of

food on a consciously activated musical background. Such messages were

describing certain food types such as fruit, sweets, sandwiches, etc.

2.2. HYPOTHESES

Hypothesis 1: The more the recorded speech intensity during melody

increases, the more the participants will hear more recorded words during the song

during both tasks.

Hypothesis 2: The more the recorded speech intensity decreases during

the melody, the more the participants will be induced the feeling of hunger during

both tasks.

Hypothesis 3: The more the intensity of speech decreases during the

melody, the more the participants will have preferences for types of foods

described by words recorded within the melody (fruit, sweets, sandwich).

Hypothesis 4: There are statistically significant differences between the

subject’s responses in the first situation compared to the responses from the second

part of testing, thus, the number of participants from the second test phase who will

be induced the sensation of hunger and will present preferences for types of foods

presented during the melody, but also the number of words heard during the

melody will be higher compared to the participants of the first situation. The

diversity of perspectives on a creative group task influences the number of

categories for the ideas generated.

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3. METHOD

3.1. PARTICIPANTS

The participants were 193 undergraduate students, 129 female participants

and 64 male participants, age between 19 and 35 years old (M=21.71; S.D.=2.70)

Faculty of Psychology and Educational Sciences, University of Bucharest. They

were split in 6 experimental groups according the experimental design.

3.2. INSTRUMENTS

The following instruments have been used:

A melody with Romanian lyrics;

The stimuli recorded between the melody lyrics, pronounced in Romanian

language: 6 words representing food (3 fruits: banana, orange and apple; 2 sweets:

croissant and chocolate and the word “sandwich”). The stimuli were listened using

a laptop and sound devices.

The response files were included in two categories: one with images and

the other with words representing the stimuli mixed with another fruits and sweets.

3.3. PROCEDURE

The participants were told they will listen to a melody which they will have to

pay attention to. They were asked both not to talk to each other and to closed

windows, the door and turn off the mobile phones in order to hear the melody as

well as possible.

Following the melody, they were told to complete a chart, being asked not to

talk to each other during the completion. Also, they were told, although it was

already written in the chart instructions, that their answers are confidential and

used strictly for academic purpose; also, their answers were anonymous. Both in

the final part of completing the chart and at the end of the testing, the participants

were thanked for their contribution and time dedicated for the present study.

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3.4. EXPERIMENTAL DESIGN

The study included the following variables:

Dependent variables:

Number of words the subjects hear during the melody

Hunger sensation

Preference for a certain type of food (fruit, sweets, sandwiches)

Independent varibles:

Intensity of words recoded during the melody (loud, low and very low)

Situation 1

Situation 2

Reponses charts (both images and text representing words recorded during the

melody) the participants will complete after listening to the melody. (Chraif, 2013)

High, low and

very low intensity

audio stimuli

Correct word

recognition stimuli

Stimuli auditivi

la intensitatea mare,

mică și foarte mică

Correct visual

recognition stimuli

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4. RESULTS

Data has been analyzed using SPSS 15.

Table 1 Descriptive statistics for the variables measured in the first experimental situation.

N Mean

Std.

Deviation

Std.

Error

95% Confidence

Interval for Mean

Minimum Maximum

Lower

Bound

Upper

Bound

Cuv_alese_prm_sit ,00 35 4,0857 1,59727 ,26999 3,5370 4,6344 ,00 6,00 1,00 33 3,3333 1,13652 ,19784 2,9303 3,7363 2,00 6,00

2,00 32 2,2813 1,39664 ,24689 1,7777 2,7848 ,00 5,00

Total 100 3,2600 1,56747 ,15675 2,9490 3,5710 ,00 6,00 Nevoie_prm_si ,00 35 ,7143 ,71007 ,12002 ,4704 ,9582 ,00 2,00

1,00 33 ,9091 ,84275 ,14670 ,6103 1,2079 ,00 2,00

2,00 32 ,9375 ,71561 ,12650 ,6795 1,1955 ,00 2,00 Total 100 ,8500 ,75712 ,07571 ,6998 1,0002 ,00 2,00

Pref_prm_sit

,00 35 1,1143 1,38843 ,23469 ,6373 1,5912 ,00 3,00

1,00 33 ,7576 1,22552 ,21334 ,3230 1,1921 ,00 3,00 2,00 32 1,0313 1,23090 ,21759 ,5875 1,4750 ,00 3,00

Total 100 ,9700 1,28279 ,12828 ,7155 1,2245 ,00 3,00

1. Table 1 presents the means, standard deviations, minimum and maximum

scores for each variable included in the first situation. We may notice that the mean

of the words selected after listening to a high intensity melody is higher (m=4,08,

ab.st=1.59) compared to the mean of words selected after the lower intensity

melody (m=3,33, ab.std=1,13) and compared to the mean of words selected after

the very low intensity melody (m=2,28, ab.std=1,39).

2. The mean score of the need experienced after listening to a high intensity

melody is lower (m=0,71, ab.std=0,71) compared to the need felt after listening to

the lower intensity melody (m=0,90, ab. Std=0,84) and the need experienced after

listening to the very low intensity melody (m=0,93, ab. Std=0,71).

3. The mean of the preferences shown after listening to a high intensity

melody (m=1,11, ab.std=1,38) compared to the mean of the preferences

experienced after listening to the lower intensity melody (m=0,75, ab.std=1,22) and

the mean of preferences shown after listening to the very low intensity melody

(m=1,03, ab.std=1,23).

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In table 2 we may notice that the Skewness and Kurtosis values are placed

within the (-2, 2) range, resulting that the normality is not affected, thus, parametric

tests are viable.

Table 2 Skewness and Kurtosis values for the variables: words chosen in the first situation, needs in the first situation and preferences show in the first situation

Cuv_alese_prm_sit Nevoie_prm_sit Pref_prm_sit

N Valid 100 100 100

Missing 4 4 4

Skewness -,122 ,258 ,760

Std. Error of Skewness ,241 ,241 ,241

Kurtosis -,607 -1,205 -1,235

Std. Error of Kurtosis ,478 ,478 ,478

Table 3 shows results of the One-Way ANOVA for variables included in the

first situation. Thus, we notice that there is a statistically significant difference

between the number of words chosen after listening to the melody, the number of

words chosen being significantly lower when the intensity of the melody was

lower, as the model is statistically significant by F(2, 97) = 14.06, p<0.05. After

such results, the first research hypothesis according to which – the more the

intensity of recorded speech during the melody increases, the more the participants

will hear more words recorded during the melody during the both tasks, has been

confirmed.

Table 3 One-Way ANOVA in the first situation

Sum of Squares df Mean Square F Sig.

Cuv_alese_prm_sit Between Groups 54,695 2 27,348 14,069 ,000 Within Groups 188,545 97 1,944

Total 243,240 99

Nevoie_prm_sit Between Groups 1,005 2 ,502 ,874 ,420 Within Groups 55,745 97 ,575

Total 56,750 99

Pref_prm_sit Between Groups 2,338 2 1,169 ,706 ,496 Within Groups 160,572 97 1,655

Total 162,910 99

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In Table 3 we may also notice that there is no statistically significant

difference between the type of need manifested according to the melody intensity,

as F(2, 97)=0,87, p>0.05 nor between the preference manifested according to the

melody intensity, as F(2, 97)=0,70, p>0.05. As these results who, the following

hypothesis have not been confirmed: the more the intensity of the words recorded

decreases, the more the participants will be induced the hunger sensation for both

tasks, but also the hypothesis that the more the intensity of words recorded during

the melody decreases, the more the participants will have preferences regarding the

types of foods described by the words recorded during the melody (fruits, sweets,

sandwiches).

Table 4 Post-hoc analysis in the first situation

Dependent Variable (I) Mel_prm_sit (J)

Mel_prm_sit Mean

Difference (I-J) Std. Error Sig.

95% Confidence

Interval

Lower Bound

Upper Bound

Cuv_alese_prm_sit ,00 1,00 ,75238 ,33829 ,085 -,0718 1,5765

2,00 1,80446* ,34100 ,000 ,9737 2,6352 1,00 ,00 -,75238 ,33829 ,085 -1,5765 ,0718

2,00 1,05208* ,34590 ,009 ,2094 1,8948

2,00 ,00 -1,80446* ,34100 ,000 -2,6352 -,9737 1,00 -1,05208* ,34590 ,009 -1,8948 -,2094

Nevoie_prm_sit ,00 1,00 -,19481 ,18394 ,877 -,6429 ,2533

2,00 -,22321 ,18542 ,695 -,6749 ,2285 1,00 ,00 ,19481 ,18394 ,877 -,2533 ,6429

2,00 -,02841 ,18808 1,000 -,4866 ,4298

2,00 ,00 ,22321 ,18542 ,695 -,2285 ,6749

1,00 ,02841 ,18808 1,000 -,4298 ,4866

Pref_prim_sit ,00 1,00 ,35671 ,31219 ,768 -,4038 1,1173

2,00 ,08304 ,31469 1,000 -,6836 ,8497 1,00 ,00 -,35671 ,31219 ,768 -1,1173 ,4038

2,00 -,27367 ,31921 1,000 -1,0513 ,5040

2,00 ,00 -,08304 ,31469 1,000 -,8497 ,6836 1,00 ,27367 ,31921 1,000 -,5040 1,0513

As we may notice in Table 4, there is a statistically significant difference for

the words variable in the first situation depending on the three groups (p<0.05).

Statistical hypothesis testing for the second situation.

Table 5 presents descriptive statistical analyzis for the second experimental

situation..

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Table 5 Descriptive statistics for the second experimental situation

N Mean

Std.

Deviation

Std.

Error

95% Confidence Interval for Mean

Minimum Maximum

Lower

Bound

Upper

Bound

Words chosen second

situation

,00 30 3,9000 1,39827 ,25529 3,3779 4,4221 1,00 6,00

1,00 31 4,0000 1,41421 ,25400 3,4813 4,5187 1,00 6,00

2,00 32 2,9688 1,40240 ,24791 2,4631 3,4744 1,00 6,00 Total 93 3,6129 1,46727 ,15215 3,3107 3,9151 1,00 6,00

Needs second

situation

,00 30 ,8333 ,64772 ,11826 ,5915 1,0752 ,00 2,00

1,00 31 1,0000 ,57735 ,10370 ,7882 1,2118 ,00 2,00

2,00 32 1,0938 ,58802 ,10395 ,8817 1,3058 ,00 2,00

Total 93 ,9785 ,60753 ,06300 ,8534 1,1036 ,00 2,00

Preferences second situation

,00 30 1,1000 1,18467 ,21629 ,6576 1,5424 ,00 3,00 1,00 31 1,4194 1,23218 ,22131 ,9674 1,8713 ,00 3,00

2,00 32 1,4063 1,21441 ,21468 ,9684 1,8441 ,00 3,00

Total 93 1,3118 1,20667 ,12513 1,0633 1,5603 ,00 3,00

Table 5 shows that the mean of the chosen word following listening to the

melody of high intensity (m=3,90, ab.std=1,39) is higher compared to the mean of

words chosen as a result of listening to the moderate intensity melody (m=4,oo,

ab.std=1,41).

Also, we may notice that the mean of the mean of the needs experienced after

listening to the high intensity melody (m=0,83, ab.std=0,64) is lower compared to

the mean of the needs experienced following listening to the moderate intensity

melody (m=1,00, ab. Std=0,57) and the mean of the needs experienced after

listening to the very low intensity melody (m=1,09, ab std=0,58).

We may notice that the mean of the preferences experienced after listening to

the high intensity melody (m=1,10, ab. Std=1,18), is lower compared to the mean

of preferences felt after listening to a lower intensity melody (m=1,41, ab.

Std=1,23) and the mean of the preferences experienced after listening to a very low

intensity melody (m=1,40, ab.std=1,21).

Table 6 One-way ANOVA for the second situation

Sum of Squares df Mean Square F Sig.

Words chosen second

situation

Between Groups 20,396 2 10,198 5,166 ,008

Within Groups 177,669 90 1,974

Total 198,065 92

Needs second situation

Between Groups 1,072 2 ,536 1,466 ,236

Within Groups 32,885 90 ,365

Total 33,957 92

Preferences second situation Between Groups 1,990 2 ,995 ,679 ,510

Within Groups 131,967 90 1,466

Total 133,957 92

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Table 6 presents the results of the One-Way ANOVA test for the variables

included in the second situation. Therefore, we notice there is a statistically

significant difference between the number of words chosen after listening to the

melody, the number of words chosen being significantly lower when the intensity

of the melody has been reduced, as the model is statistically significant by F(2, 90)

= 5.16, p<0.05. Thus, the first hypothesis of the research namely the more the

intensity of the words recorded during the melody increases, the more the

participants will hear more words recorded during the melody for both tasks has

been confirmed.

Also, we may notice there is no statistically significant difference between the

type of need manifested according to the melody intensity, with cu F(2,90)=1,46,

p>0.05, nor the preference manifested according to the melody intensity with

F(2,90)=0,67, p>0.05. Considering these results, the following hypothesis: the

more the intensity of the words recorded during the melody decreases, the more the

participants will be induced the feeling of hunger for both tasks and also the

hypothesis according to which the more the intensity of words recording during the

melody decreases, the more the participants will present preferences for types of

foods induced by words recorded during the melody (fruit, sweets, sandwich) have

not been confirmed.

In table 6 presents the Post-Hoc Bonferoni analysis for the second

experimental situation.

Table 6 Post-Hoc Bonferoni for the second situation

Dependent Variable (I)

Melody_img (J)

Melody_img

Mean

Difference (I-J) Std. Error Sig.

95% Confidence Interval

Lower Bound Upper Bound

Words chosen

second situation

,00 1,00 -,10000 ,35984 1,000 -,9778 ,7778

2,00 ,93125* ,35706 ,032 ,0602 1,8023

1,00 ,00 ,10000 ,35984 1,000 -,7778 ,9778

2,00 1,03125* ,35408 ,014 ,1675 1,8950

2,00 ,00 -,93125* ,35706 ,032 -1,8023 -,0602

1,00 -1,03125* ,35408 ,014 -1,8950 -,1675

Needs second situation

,00 1,00 -,16667 ,15481 ,854 -,5443 ,2110

2,00 -,26042 ,15362 ,280 -,6352 ,1143

1,00 ,00 ,16667 ,15481 ,854 -,2110 ,5443

2,00 -,09375 ,15233 1,000 -,4654 ,2779

2,00 ,00 ,26042 ,15362 ,280 -,1143 ,6352

65

1,00 ,09375 ,15233 1,000 -,2779 ,4654

Preferences second situation

,00 1,00 -,31935 ,31012 ,918 -1,0759 ,4372

2,00 -,30625 ,30773 ,967 -1,0570 ,4445

1,00 ,00 ,31935 ,31012 ,918 -,4372 1,0759

2,00 ,01310 ,30516 1,000 -,7313 ,7576

2,00 ,00 ,30625 ,30773 ,967 -,4445 1,0570

1,00 -,01310 ,30516 1,000 -,7576 ,7313

In order to test the last research hypothesis: There are statistically significant

differences between the subject’s responses in the first situation compared to the

responses from the second part of testing, thus, the number of participants from the

second test phase who will be induced the sensation of hunger and will present

preferences for types of foods presented during the melody, but also the number of

words heard during the melody will be higher compared to the participants of the

first situation the T-student for dependent samples was applied.

Table 7 Descriptive statistics for the variables in both experimental situations

Mean N Std. Deviation Std. Error Mean

Pair 1 Words chosen firs situation 3,2697 89 1,61502 ,17119

Words chosen second situation 3,6180 89 1,48864 ,15780

Pair 2 Needs first situation ,8876 89 ,76036 ,08060 Needs second situation ,9663 89 ,61143 ,06481

Pair 3 Preferences first situation 1,0000 89 1,29685 ,13747

Preferences second situation 1,3034 89 1,20985 ,12824

Table 7 presents the means and standard deviations for the variables included

in the two situations. We notice that the mean of the words chosen after completing

the questionnaire after the first situation, with words-stimuli (m=3,26, ab.std=1,61)

is much lower compared to the mean of words chosen after completing the

questionnaire in the second situation, namely involving images-stimuli (m=3,61,

ab.std=1,48).

We may also notice that the mean of the need experienced after completing

the questionnaire in the first situation is lower (m=0,88, ab.std=0,76) compared to

the need felt after completing the questionnaire in the second situation (m=0,96,

ab.std=0,61).

Also, we may notice that the mean of preferences manifested after completing

the questionnaire in the first situation is lower (m=1,00, ab.std=1,29) compared to

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the preference manifested after completing the questionnaire for the second

situation (m=1,30, ab.std=1,20).

Table 8 T-student for pears test values and statistically significance for both experimental situation

Paired Differences

t df

Sig. (2-

tailed) Mean

Std.

Deviation

Std. Error

Mean

95% Confidence

Interval of the Difference

Lower Upper

Pair 1 Cuv_alese_prm_sit- Cuv_alese_sit_doua

-,34831 1,98346 ,21025 -,76614 ,06951 -1,657 88 ,101

Pair 2 Nevoie_prm_sit –

Nevoie_sit_doua

-,07865 ,96795 ,10260 -,28255 ,12525 -,767 88 ,445

Pair 3 Pref_prm_sit –

Pref_sit_doua

-,30337 1,72814 ,18318 -,66741 ,06067 -1,656 88 ,101

Table 8 presents the results of the t test for paired samples. Thus, we may

notice that there is no significant difference between the words chosen in the first

situation (words stimuli) and words chosen for the second situation (stimuli –

images) with p>0.005, nor between the type of need manifested for the first

situation and the second situation, with cu p>0.005 and nor between the

preferences manifested for the first situation and the second situation, with cu

p>0.005, therefore the following hypothesis: There are statistically significant

differences between the subject’s responses in the first situation compared to the

responses from the second part of testing, thus, the number of participants from the

second test phase who will be induced the sensation of hunger and will present

preferences for types of foods presented during the melody, but also the number of

words heard during the melody will be higher compared to the participants of the

first situation has not been confirmed.

67

REFERENCES

Chraif, M. (2013). Psihologie experimentală [Experimental psychology], Bucureşti: Ed

Universitară.

Bustin,B.M, Quoidbach,J., Hansenne,M., Capa,R.L., (2012), Personality modulation of

(un)conscious processing: Novelty Seeking and performance following supraliminal and

subliminal reward cues, Consciousness and Cognition 21 947–952

Chandrasekera,T., Vo, N., D’Souza, N.,(2012), The effect of subliminal suggestions

on Sudden Moments of Inspiration (SMI) in the design process, Department of

Architectural Studies, University of Missouri-Columbia, Columbia, MO 65211-7700, USA

Doron, R., Parot, F.,(2007), Dicționar de psihologie, Humanitas: București

Hyun,S.S., Kim, W., Lee,M.J., (2011), The impact of advertising on patrons’

emotional responses, perceived value, and behavioral intentions in the chain restaurant

industry: The moderating role of advertising-induced arousal, The International Journal of

Hospitality Management, 30 689–700

Kim, Y.J., Han, J., (2014), Why smartphone advertising attracts customers: A model of

Web advertising, flow, and personalization, Computers in Human Behavior 33, 256–269

Manolea, A., Chraif, M., Sebastian, V., Ciolacu, M.V. (2012).The subliminal influence

of the form's quantum effect on youngsters’ perception and choice of geometrical forms In

Editor (s) Anitei, M., Chraif, M. &Vasile, C., In the Proceedings of the International

Conference on Psychology and the Realities of the Contemporary World 2011, Procedia -

Social and Behavioral Sciences, Elsevier, 33, 791-795

Verwijmeren, T., Karremans, J.C., Bernritter ,S.F., Stroebe,W., Wigboldus,D.H-

J.,(2013) Warning: You are being primed! The effect of a warning on the impact of

subliminal ads, The Journal of Experimental Social Psychology 49, 1124–1129

REZUMAT

Studiul de faţă investighează influenţa stimulilor subliminali sub formă de

cuvinte aupra alegerii produselor dintr-o listă cu produse prezentate în imagini şi

o listă de produse prezentată în cuvinte. The participants were a number of 193

undergraduate students, 129 female participants and 64 male participants, age

between 19 and 35 years old (M=21.71; S.D.=2.70) Faculty of Psychology and

Educational Sciences, University of Bucharest. Materialele folosite sunt: audioclip

cu fundal musical şi cuvinte ce reprezintă produse de consum alimentar: fructe, şi

băuturi răcoritoare. Rezultatele au confirmat partial ipotezele cercetării. Această

68

cercetare se cere a fi extinsă pe un eşantion mai mare de subiecţi de diferite vârste,

populaţie din mediul rural şi urban dar şi modificarea stimulilor şi introducerea şi

a altor stimuli subliminali. De asemenea pentru a verifica ipoteza cu nevoile

bazale de foame şi sete trebuie să se introduce şi stimuli alimentary precum: carne,

ouă, peşte dar şi lichide de bază precum apa.

5. APPENDIX

Orange questionnaire/chart

For the first situation:

Data confidentiality: your responses will be only utilized for scientific

purpose. Each respondent will benefit from data confidentiality.

Gender:

Age:

You are asked to answer the following questions by choosing one of the

options:

- Select the answers which represent the words you have heared during the

melody:

- Cucumber

- Banana

- Orange

- Hot-dog

- Sandwich

- Apple

- Croissant

- Biscuits

- chocolate

In this moment you feel:

Hungry (need to eat)

Thirsty (need to drink)

Other needs:

No needs .

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Answer the following question in the case that the answer for question 2

is not a). What would you like to eat?

Fruit

Cooked meal

Sandwich

Sweets

Other.......................

No preference

Answer the following question if the answer to question 2 is b). What

would you like to drink?

Plain water

Soda

Tea

Other (specify) ..........................

No preference

Thank you for your time!

For the second situation:

Data confidentiality: your responses will be only utilized for scientific

purpose. Each respondent will benefit from data confidentiality.

Gender:

Age:

You are asked to answer the following questions by choosing one of the

options:

Check the answer options which represent the words you have heard

during the melody:

70

b. c.

d. e. f.

71

g. h. i.

j.

In this moment you feel:

Hungry (need to eat)

Thirsty (need to drink)

Other needs:

No needs .

Answer the following question in the case that the answer for question 2

is not a). What would you like to eat?

Fruit

Cooked meal

Sandwich

Sweets

Other.......................

No preference

72

Answer the following question if the answer to question 2 is b). What

would you like to drink?

Plain water

Soda

Tea

Other (specify) ..........................

No preference

Thank you for your time!