Independent thesis Advanced level (degree of Master (One Year)), 10 credits / 15 HE credits
This thesis is a study about subliminal messages and consumer attitudes
towards the use of product placement as subliminal advertising and their
behaviors afterwards. The effects of subliminal advertising have been
ambiguous and controversial for a long time. Therefore this thesis was
designed to understand consumer attitudes towards the way companies use
product placement in movies or TV shows and how it may affect their
behaviors by using focus group interviews, and the previous study about
consumer attitudes towards product placement were also studied.
As for the interviews, the samples from Karlstad University were divided into
three groups: the Swedish group, the French group, and the German group; so
that the results can be compared in order to see if people from different
cultural backgrounds have different points of view. The results showed that
most of the participants have the same idea that subliminal advertising is
interesting, and as long as the product placement does not ruin the
entertainment that they are supposed to get from watching a movie, then the
attitude is still positive. The behaviors that can happen the most are talking
with friends and looking up for information about products or brands, but the
possibility of them to buy those brands are less since it also depends on other
factors, such as brand preferences, center of interests, and purchasing power.
2013. , 58 p.
Subliminal Messages, Subliminal advertising, Product placement, Consumer attitude, Perception, Consumer behavior, Purchasing decision