Master´s Thesis aims to find the answer to the question whether subliminal advertising is able to influence consumer behaviour and make him to choose the specific product. The first, theoretical part, deals with literature review which focuses on the issue of subliminal advertising. In the second and third part, it concentrates on the description of methodology used in studies of aforementioned topic and definition of statistical methods used for evaluating the experiment. The practical part of the Master´s Thesis concentrates on realisation of the experiment verifying the effects of subliminal advertising. The purpose of the experiment was to determine if pictorial subliminal priming of bottle of specific brand of mineral water is able to influence the choice of consumer. Experiment was conducted on students of University of Economics, Prague and consisted of subliminal priming of participants by Poděbradka bottle. Afterwards it was investigated whether participants, opposed to those who were not subliminally primed, chose subliminally primed mineral water in the higher extent. The experiment determined that subliminal advertising of brand of specific mineral water did not affected the choice of participants and their intention to drink this mineral water. At the end, Master´s Thesis indicates limitations of conducted experiment and recommends alignment for the future research.
| Identifer | oai:union.ndltd.org:nusl.cz/oai:invenio.nusl.cz:205677 |
| Date | January 2015 |
| Creators | Sotáková, Martina |
| Contributors | Karlíček, Miroslav, Starostová, Adriana |
| Publisher | Vysoká škola ekonomická v Praze |
| Source Sets | Czech ETDs |
| Language | Slovak |
| Detected Language | English |
| Type | info:eu-repo/semantics/masterThesis |
| Rights | info:eu-repo/semantics/restrictedAccess |
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