In an attempt to sell more soft drinks and popcorn,a theater owner embedded brief messages during movie trailers before showing the feature film.The messages,which 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." 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)The messages contradicted the implementation of selective comprehension.

Question

Quizplus · Accepted Answer

Research has shown that subliminal messages, or messages presented below the threshold of conscious awareness, have limited effects on behavior. The messages urging consumers to drink Coke and eat popcorn were likely not consciously perceived by moviegoers and therefore would have little to no effect on their purchase behavior. Selective perception, selective exposure, and selective comprehension are all factors that can limit the effectiveness of advertising messages, but in this case, the messages were likely not consciously perceived at all.

In an Attempt to Sell More Soft Drinks and Popcorn,a