Priming in the Context of Sublimial Advertising

Seminar paper from the year 2018 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, The FOM University of Applied Sciences, Hamburg, language: English, abstract: Some consumers are frightened by the thought of being influenced to buy something without noticing it. They assume that there are hidden messages in commercials that trick them into buying certain products. Those subliminal messages can be related to the psychological construct of the priming effect. But can marketing experts really influence their consumers through hiding the priming effect in their advertisements? To gain insight into the influence of priming in marketing strategies, one needs to understand the meaning of the effect. The priming effect described a chain reaction of two different stimuli: The first stimulus, also called prime stimulus, influences the cognition of the so called target stimulus through activating the implicit knowledge of the proband.