The Influence of Visual-Auditory Subliminal Persuasion on Consumer Behavior
Abstract: 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.
文章引用: 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
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