The effect of subliminal advertising on consumer buying intentions

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