%0 Journal Article
%T The effect of subliminal advertising on consumer buying intentions
%A Ay£¿e G¨¹lg¨¹n £¿£¿li
%A Mehmet Marangoz
%J -
%D 2018
%X The aim of this study is to examine of subliminal advertising on consumer¡¯s intention to purchase. Two subliminal advertising¡¯s banners is prepared; in the one copy that is hidden a smiley face and in the other copy that is hidden an angry face. A total of 38 questions, consisting of 4 demographics, 30 emotions and 4 purchasing intentions, were made and evaluated for 300 participants. The result of the banner advertising that has a smiley face visual; purchase intensions are changing due to age, education level. In addition, to be given warm senses that in the subliminal advertising¡¯s banner affects in a positive way. The result of the banner advertising that has an angry face visual; purchase intensions are not changing due to demographic variables. The fact remains that to be given warm senses that in the subliminal advertising¡¯s banner affects in a nagative way on consumer¡¯s intention to purchase
%K Bilin£¿alt£¿
%K Bilin£¿alt£¿ reklam
%K Sat£¿n alma niyeti
%U http://dergipark.org.tr/pjess/issue/38130/401936