Vol.5 No.4 (April 2015)
The Influence of Visual-Auditory Subliminal Persuasion on Consumer Behavior
The present study tried to explore the influence of visual-auditory subliminal persuasion on con-sumer behavior. A 2 × 2 between-subjects experiment with 68 participants was conducted. Results: 1) In the influence on brand attitude, main effect of auditory stimuli on “I believe Nike shoes are of good quality” was significant (F = 6.739, p = 0.012); interaction effect of visual and auditory stimuli on variable “my favorite sports brand” was also significant (F = 6.283, p = 0.016); 2) In the influence on consumer demand, interaction effect of visual and auditory stimuli on “I hope to have more shoes” was significant (F = 4.672, p = 0.034). Thus, we concluded that visual-auditory subliminal persuasion has an impact on brand attitude and consumer demand.
唐金玉 , 汤永隆 , 陈思瑶 (2015) 视听阈下说服对消费行为的影响。 心理学进展， 5， 262-269. doi: 10.12677/AP.2015.54036
 陈月明(2001). 形象广告与功效广告. 宁波大学学报(人文科学版), 2期, 41-44.
 陈真真, 蔡頠, 郑涌(2012). 阈下说服的存在证据与争议. 心理科学进展, 4期, 575-583.
 杨海波, 白学军, 李怡繁(2009). 认知负荷对网页广告加工过程的影响. 应用心理学, 3期, 230-235.
 Byrne, D. (1959). The effect of a subliminal food stimulus on verbal response. Journal of Applied Psychology, 43, 249-252.
 Chakalis, E., & Lowe, G. (1992). Positive effects of subliminal stimulation on memory. Perceptual and Motor Skills, 74, 956-958.
 Cooper, J., & Cooper, G. (2002). Subli-minal motivation: A story revisited. Journal of Applied Social Psychology, 32, 2213-2227.
 Epley, N., Savitsky, K., & Kachelski, R. A. (1999). What every skeptic should know about subliminal persuasion. Skeptical Inquirer, 23, 40-58.
 Elder, R., & Krishna, A. (2010). The effects of advertising copy on sensory thoughts and perceived taste. The Journal of Consumer Research, 36, 748-756.
 Gass, R. H., & Seiter, J. S. (2003). Persuasion, social influence, and compliance gaining (2nd ed.). Boston: Allyn & Bacon/Longman, 34.
 Greenwald, A. G., & Liu, T. J. (1985). Limited unconscious processing of meaning. Meeting of the Psychonomic Society, Boston.
 Greenwald, A. G., Spangenberg, E. R., Pratkanis, A. R., & Eskenazi, J. (1991). Double-blind tests of subliminal self-help audio tapes. Psychological Science, 2, 119-122.
 Hawkins, D. (1970). The effects of subliminal stimulation on drive level and brand preference. Journal of Marketing Research, 7, 322-326.
 Huitema, B. E. (2011). The analysis of covariance and alternatives: Statistical methods for experiments, quasi-experiments, and single-case studies (2nd ed.). Hoboken, NJ: John Wiley & Sons.
 Krishna, A. (2012). An integrative review of sensory marketing: Engaging the senses to affect perception, judgment and behavior. Journal of Consumer Psychology, 22, 332-351.
 Moore, T. E. (1995). Subliminal self-help auditory tapes: An empirical test of perceptual consequences. Canadian Journal of Behavioural Science, 27, 9-20.
 Riener, A. (2012). Subliminal persuasion and its potential for driver behavior adaptation. IEEE Transactions on Intelligent Transportation Systems, 13, 71-80.
 Stein, B. E., Stanford, T. R., & Rowland, B. A. (2009). The neural basis of multisensory integration in the midbrain: Its organization and maturation. Hearing Research, 258, 4-15.
 Spence, C., & Gallace, A. (2011). Multisensory design: Reaching out to touch the consumer. Psychology and Marketing, 28, 267-308.
 Spence, D. P. (1964). Effects of a continuously flashing subliminal verbal food stimulus on subjective hunger ratings. Psychological Reports, 15, 993-994.
 Spence, D. P., & Ehrenberg, B. (1964). Effects of oral deprivation on responses to subliminal and supraliminal verbal food stimuli. Journal of Abnormal and Social Psychology, 69, 10-18.