A movie theater owner claimed that he embedded brief messages during trailers before showing the feature film. The messages, which supposedly flashed on the screen for such a short time that moviegoers were not consciously aware of them, urged consumers to "Drink Coke" and to "Eat Popcorn," encouraging them to visit the snack lobby. Research has shown what about such messages?
A) Selective perception overrides advertising messages.
B) Selective exposure is difficult for marketers to surmount.
C) Subliminal messages have limited effects on behavior.
D) Subliminal perception enables marketers to motivate consumers to take an action.
E) Subliminal messages were deemed illegal by the Federal Trade Commission at the time these were shown in the movie theater.

Question

Quizplus · Accepted Answer

Research has shown that subliminal messages have limited effects on behavior, as they are not consciously perceived and thus have minimal influence on consumer actions.

A Movie Theater Owner Claimed That He Embedded Brief Messages