Written By Jason Ferriggi and Ivan De La Cruz
Consumer behaviour is the process of trying to get inside a consumer’s mind in order to predict or persuade purchasing habits. This element of marketing in entrenched in psychology and therefore could be classified as the science behind the profession. What fascinates us about this area of Marketing is the concept of subliminal messaging or using practices to influence consumer behaviour by subconsciously altering preferences or attitudes toward consumer products (Moore, 1982). Although there are plenty of examples of subliminal messages being used (pictures, sounds, shapes and jingles) in advertising, there still seems to be a general consensus that it doesn’t work (Iacobucci, 2013).
Well our blog is attempting to challenge the claim that subliminal messaging doesn’t work by posing the view that maybe subliminal messaging has become so effective and prolific that we are now not even aware of its use, after all; that is the whole aim. An example that hits home for us is the subliminal messaging that is used by Hungry Jacks in their advertising campaigns. For many years ‘Hungry Jacks’ used the slogan “The burgers are better at Hungry Jacks” at the end of their television commercials, although the slogan seemed harmless it was amazing that to this day we remember the slogan and images relating to the commercials. If we were to ask ourselves who sells the better burgers, McDonalds or Hungry Jacks? We might find ourselves instinctively answering Hungry Jacks without considering why. For us this is a demonstration of the power of subliminal messaging and has converted us to side of believer rather than sceptic. We will often repeat advertising slogans or hum commercial tunes without being aware that we are doing so. Is it a catchy jingle, picture or subliminal messages at play? How many times have you found yourself humming a commercial jingle or repeating a slogan?
Check out this web site: https://www.marketingmag.com.au/news-c/annoying-advertising-jingles/ we are guilty of singing 10 of the 12 jingles from time to time. So either we watch too much television or are we being slowly conditioned or primed to accept these company’s products into our lives? Unpacking this a little further has the advertising/marketing campaign worked if all we do is sing the jingle rather than buy the products? Thinking about this we reviewed the commercials on the web site and in particular the products that we had used over the years. We discovered that we could recall 10 commercials/jingles without any problems, even though some of these ads were over 10 years old. Out of these 10 ads we had used 8 (or 80%) of the products/services, which is not a bad strike rate. Not surprisingly we could still sing the 10 jingles without needing to re-watch the commercials.
Do you think subliminal messaging works? We believe it does and look forward to your opinion on this topic. Tell us what annoying jingle or images get stuck in your head.
Hungry Jacks Commercial: https://www.youtube.com/watch?v=CkEaOBSl6uA
Iacobucci, D. (2014) Marketing Management (MM), 4th Edition, Cengage Learning, Mason, Ohio: South-Western.
MOORE, T. E. 1982. Subliminal Advertising: What You See Is What You Get. Journal of Marketing, 46, 38-47.