Subliminal influence on purchasing behavior in the retail market

Abstract

In this paper we are considering the main theoretical and practical issues regarding the subliminal messages existing in supermarkets in Romania in order to report on the meaning of the concept of subliminal message and establish its influence on consumers. It also shows two studies aimed, on the one hand to present opinions, attitudes and behaviour of the population of Brasov when exposed to subliminal techniques used by retailers and, on the other hand, to explore the opinions, attitudes and assimilation possibility of subliminal techniques of small traders. This research aim to clarify the concept of subliminal messages and their role to enrich the aesthetic and functional values in sales.