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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

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supposedly eare a prime culprit for accusations of this type of subliminal persfocus on ambiguous shapes in drinks as evidence for the use of tinstance, 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 cassetteof waves crashing or some other natural setting, supposedly contain subliminal messages to help the listener stop smoking, lose weight, gain confidence, and so oDespite the rapid g

smitted onc) Consumer Folklore Along with the interest in hidden self-help messages on recordings, some consumershave 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 effecHumans 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 prevent shoplifting. Unlikedcast in more than 10liminal 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 whfeels 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. ................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................................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 aviewpoint. Perception is a