| Summary: | 碩士 === 中原大學 === 國際經營與貿易研究所 === 100 === The purpose of this study was to investigate unconsciousness methods of influencing
consumer choices. Due to consumers having a gradual awakening of consumer ego, when
they face direct or forceful marketing, they will have a reactance reaction. This study used
positive subthreshold stimuli, which were graphs and Chinese characters in a film. The
subjects were divided into the three groups of controlling, graph and characters. The statistics
among the groups were compared using ANOVA. The data were sifted and some was deleted,
in order to avoid any threshold stimuli. There were 53 subjects in the controlling group, 58 in
the graph group, and 56 in the character group. In 95% CI, the subthreshold stimulus was
significant and showed a positive product perception with the graph and character groups.
The subthreshold stimulus was found to have an unconscious priming effect on
consumers; therefore, more subthreshold stimuli can be used, but attention must be paid to
negative subthreshold stimuli, to avoid losing a positive image of the company and product.
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