Some consumers worry that they will be affected by marketing messages without even knowing it. They are concerned about __.
A) alternative evaluation
B) subliminal advertising
C) selective retention
D) cognitive dissonance
E) selective communication
The correct answer and explanation is :
The correct answer is B) subliminal advertising.
Explanation:
Subliminal advertising refers to the use of messages or images that are presented below the threshold of conscious awareness. In other words, these messages are designed to influence consumers’ attitudes, behaviors, or decisions without them realizing it. Subliminal messages are often embedded in advertisements, media, or other marketing materials, and are not consciously perceived by the individual, but may still affect their subconscious mind and influence their purchasing decisions or attitudes toward a product or service.
The concern among consumers regarding subliminal advertising is that they may be influenced by these hidden or subtle messages without even being aware of it. This raises ethical questions about the extent to which marketers can manipulate consumer behavior without consumers’ informed consent or awareness. For example, certain visual cues, sounds, or words that are presented too quickly for conscious recognition can still impact consumers on a subconscious level, potentially affecting their choices or perceptions of a product.
While subliminal advertising is often debated in terms of its effectiveness and ethical considerations, the fear of being influenced by such messages without realizing it is a genuine concern for some consumers. The issue of subliminal advertising gained significant attention in the 1950s, after experiments suggested that subliminal cues could influence consumer behavior, but it remains controversial whether subliminal messages are truly impactful in marketing.
In contrast, other options like selective retention (C), cognitive dissonance (D), and alternative evaluation (A) relate to different cognitive processes that involve conscious awareness and decision-making, not covert or hidden influences. Selective communication (E) would refer to the choice to engage with or ignore certain messages, but it does not specifically address the unconscious influence consumers fear from subliminal messages.
Therefore, subliminal advertising is the correct answer to describe the phenomenon where consumers worry about being affected by marketing messages without their conscious awareness.