A sample of MBA students has been exposed to a selection of examples of such messages the results of these experiments are analyzed, tested, and then analyzed throughout the paper. The purpose of this paper is to shed light on the dilemma of subliminal messages as used in Lebanese marketing advertising. Although researches in this field have not proven that subliminal messages affect human behavior per se, results of the studies that examined the effect of subliminal messages have been contradictory there is no clear evidence as to how this concept works.

Many believe in the power of the subconscious and propose that subliminal messages are hidden in ads and are addressed to that hidden part of the brain. However, there has been a continuous debate among marketers about the use of subliminal messages in advertising.

Millions of dollars are budgeted to attract new customers and to retain current customers. Marketing advertising is one of the fundamental activities performed by all businesses. Although field research is more tentative, with definitional and control problems that need to be solved, a sufficient body of evidence points to the following position: Advertising can affect a consumer’s attitudes and behavior without the individual’s conscious processing of the ad. Much remains unknown, however, including the generalizability of these effects.

A subliminal message binaurally localized on one side of the self should not interfere with problem-solving behavior because, even though the message's external innervation is not self-consciously 'monitored,' its external location is inferable from subconscious cues.Ī thorough review of laboratory-type research on subliminal stimuli, perception, and influence - an area still enmeshed in controversy - suggests four conservative conclusions: (1) Subliminal perception exists, (2) subliminal stimuli can influence cognition, demonstrated in particular by the link between mere exposure and liking in social influence research, especially when the stimulus is subliminal, (3) subliminal stimuli can influence behavior both indirectly and directly, at least in some situations, and (4) as is the case with other forms of influence, including those such as persuasion that intend to offer conscious choice, subliminal influence works best when it resonates with an individual’s consciously or subconsciously held predispositions. Consistent with this prediction, mathematical problem-solving in the current experiment was disrupted after mathematically competitive males repeatedly heard the subliminal message IT'S WRONG TO CRUSH DADDY stereophonically localized in the middle of their heads-but not after they repeatedly heard this subliminal 'Oedipal' message binaurally localized on one side of their heads. Thus monitoring theory predicts that subconsciously perceived discord, in the absence of any 'external location' cues, should be misinterpreted as centrally generated discord and should disrupt self-generated behavior. Cognitive-state monitoring theory asserts that people perceive subliminal stimulation without self-consciously monitoring its external innervation (as opposed to central innervation).

Perception is not reality superliminal