Subliminal influence on purchasing behavior in the retail market

• Author: Balasescu S.
• Pages: 19-24

Bulletin of the Transilvania University of Braşov

Series V: Economic Sciences • Vol. 9 (58) No. 2 - 2016

Subliminal influence on purchasing behavior in the

retail market

Simona BLŞESCU1

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.

Key-words: subliminal message, buying behavior, hypermarket

1. Introduction

To buy is more than just an action of entering into a public space where goods are

displayed and redeem them in exchange for cash and certainly is more than the

purchase of goods absolutely necessary for life. To buy is the kind of activity that

involves contact and contact with the world totally dedicated to sales, using the

senses (sight, smell, taste, touch, hearing) as starting points for the final decision to

buy or reject a particular product. The sensory aspect of the decision to buy is the

most amazing and interesting aspects since almost all unplanned purchases - and

some even planned - are the result of vision, touch, taste because the customer

orients towards products that promise pleasure and satisfaction. Few buyers think

about how much they influence their purchasing behavior, from the moment they

step inside a supermarket. Almost everyone has shopped in a supermarket, but few

buyers have ever thought about the extent to which their behavior is influenced

when they do step inside. Normally, however, studies show that every part of a

supermarket is designed to achieve the ultimate goal, namely to compel consumers

to spend more money. They take advantage of the suggestibility of the subconscious

mind of the customer, using a psychological technique called subliminal influence

more likely to determine people to buy things that had not previously been

1 Transilvania University of Braşov, simonabalasescu@unitbv.ro