ROMANIAN JOURNAL OF EXPERIMENTAL APPLIED PSYCHOLOGY VOL. 5, ISSUE 4 – www.rjeap.ro STUDY REGARDING THE INFLUENCE OF SUBLIMINAL MESSAGES ON PRODUCT CHOICE MIHAI ANIŢEI , MĂDĂLINA CURELEA b a,b University of Bucharest, Faculty of Psychology and Educational Sciences Abstract The present study proposed to show the fact that audio subliminal stimuli may influence the behavior of choosing certain food and beverage producs among students at Psychology. The subjects of this research study were 193 students, 129 female and 64 male, aged between 19 and 35 years old M=21.71; S.D.=2.70), students at the Faculty of Psychology and Educational Sciences, University of Bucharest. They have been divided into six different experimental groups. The utilized materiales included playing a melody which words were inserted on a auditive subliminal naming fruit, beverage and sandwich. The dependent variables were the following: the number of words the subkects hear during the melody, the hunger sensation induced and preference for a certain type of food (fruit, sweeets, sandwiches). The independent variables were: the intensity of words registered during the melody (high, low, very low). Also answer charts were utilized (both with images and text which represents the words registered during the melody) which the participants complete after listening to the stimuli-melody. The obtained results following hypothesis testing were partially confirmed (hypothesis 2 and partially, hypothesis 1). The study may be extended within populations different regarding age, qualifications and applied subliminal stimuli. Cuvinte cheie: stimuli subliminali, mâncare, sete, foame, alegerea consumatorului. Keywords: subliminal stimuli food, thirst, hurger, consumer choise.
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ROMANIAN JOURNAL OF
EXPERIMENTAL APPLIED PSYCHOLOGY
VOL. 5, ISSUE 4 – www.rjeap.ro
STUDY REGARDING THE INFLUENCE OF SUBLIMINAL
MESSAGES ON PRODUCT CHOICE
MIHAI ANIŢEI , MĂDĂLINA CURELEA b
a,bUniversity of Bucharest,
Faculty of Psychology and Educational Sciences
Abstract
The present study proposed to show the fact that audio subliminal stimuli may
influence the behavior of choosing certain food and beverage producs among
students at Psychology. The subjects of this research study were 193 students, 129
female and 64 male, aged between 19 and 35 years old M=21.71; S.D.=2.70),
students at the Faculty of Psychology and Educational Sciences, University of
Bucharest. They have been divided into six different experimental groups. The
utilized materiales included playing a melody which words were inserted on a
auditive subliminal naming fruit, beverage and sandwich. The dependent variables
were the following: the number of words the subkects hear during the melody, the
hunger sensation induced and preference for a certain type of food (fruit, sweeets,
sandwiches). The independent variables were: the intensity of words registered
during the melody (high, low, very low). Also answer charts were utilized (both
with images and text which represents the words registered during the melody)
which the participants complete after listening to the stimuli-melody. The obtained
results following hypothesis testing were partially confirmed (hypothesis 2 and
partially, hypothesis 1). The study may be extended within populations different
regarding age, qualifications and applied subliminal stimuli.
Total 100 ,9700 1,28279 ,12828 ,7155 1,2245 ,00 3,00
1. Table 1 presents the means, standard deviations, minimum and maximum
scores for each variable included in the first situation. We may notice that the mean
of the words selected after listening to a high intensity melody is higher (m=4,08,
ab.st=1.59) compared to the mean of words selected after the lower intensity
melody (m=3,33, ab.std=1,13) and compared to the mean of words selected after
the very low intensity melody (m=2,28, ab.std=1,39).
2. The mean score of the need experienced after listening to a high intensity
melody is lower (m=0,71, ab.std=0,71) compared to the need felt after listening to
the lower intensity melody (m=0,90, ab. Std=0,84) and the need experienced after
listening to the very low intensity melody (m=0,93, ab. Std=0,71).
3. The mean of the preferences shown after listening to a high intensity
melody (m=1,11, ab.std=1,38) compared to the mean of the preferences
experienced after listening to the lower intensity melody (m=0,75, ab.std=1,22) and
the mean of preferences shown after listening to the very low intensity melody
(m=1,03, ab.std=1,23).
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In table 2 we may notice that the Skewness and Kurtosis values are placed
within the (-2, 2) range, resulting that the normality is not affected, thus, parametric
tests are viable.
Table 2 Skewness and Kurtosis values for the variables: words chosen in the first situation, needs in the first situation and preferences show in the first situation
Cuv_alese_prm_sit Nevoie_prm_sit Pref_prm_sit
N Valid 100 100 100
Missing 4 4 4
Skewness -,122 ,258 ,760
Std. Error of Skewness ,241 ,241 ,241
Kurtosis -,607 -1,205 -1,235
Std. Error of Kurtosis ,478 ,478 ,478
Table 3 shows results of the One-Way ANOVA for variables included in the
first situation. Thus, we notice that there is a statistically significant difference
between the number of words chosen after listening to the melody, the number of
words chosen being significantly lower when the intensity of the melody was
lower, as the model is statistically significant by F(2, 97) = 14.06, p<0.05. After
such results, the first research hypothesis according to which – the more the
intensity of recorded speech during the melody increases, the more the participants
will hear more words recorded during the melody during the both tasks, has been
confirmed.
Table 3 One-Way ANOVA in the first situation
Sum of Squares df Mean Square F Sig.
Cuv_alese_prm_sit Between Groups 54,695 2 27,348 14,069 ,000 Within Groups 188,545 97 1,944
Total 243,240 99
Nevoie_prm_sit Between Groups 1,005 2 ,502 ,874 ,420 Within Groups 55,745 97 ,575
Total 56,750 99
Pref_prm_sit Between Groups 2,338 2 1,169 ,706 ,496 Within Groups 160,572 97 1,655
Total 162,910 99
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In Table 3 we may also notice that there is no statistically significant
difference between the type of need manifested according to the melody intensity,
as F(2, 97)=0,87, p>0.05 nor between the preference manifested according to the
melody intensity, as F(2, 97)=0,70, p>0.05. As these results who, the following
hypothesis have not been confirmed: the more the intensity of the words recorded
decreases, the more the participants will be induced the hunger sensation for both
tasks, but also the hypothesis that the more the intensity of words recorded during
the melody decreases, the more the participants will have preferences regarding the
types of foods described by the words recorded during the melody (fruits, sweets,