#SUBLIMINAL DEFINITION PSYCHOLOGY UPDATE#

Hence, the purpose of this study consisted in measuring whether subliminal cues can be effective on online search environment. Yet, so far, no study has directly examined the effects of subliminal cues on online search environments. Despite the effects of online advertising, advertisers employed a direct-response model that emphasizes the number of clicks or conversions generated from the ads (Yoo, 2014).

briefly presented) stimuli influence behavior but only if those are need-related and when subjects are in the matching motivational state (Strahan et al., 2002 Moore, 1982).

1.2 Purpose of the studyīeyond the finding that 75% of subjects showing no awareness on the manipulation of SERP (Epstein and Robertson, 2013), it may seem that research on the effects of subliminal priming provides a relevant venue for an understanding of users’ perception and evaluation of SERPs, search engines and also online advertisement.

#SUBLIMINAL DEFINITION PSYCHOLOGY UPDATE#

In what manner does Google update and test new features regularly? For instance, since 2013 the yellow shading behind the sponsored listings has been removed and currently yellow ad-icons are displayed instead at the top of the right rail ads and a thin gray line separates the top set of ads from the organic listings (Marvin, 2013). Especially, Google’s popularity is due to the number of reasons such as wide coverage and user-friendly interface (Yamin, Ramayah and Ishak, 2013). But it also seems that the search results interface in general influence users’ choice (Yamin and Ramayah, 2013). Depending on different factors (e.g., assigned keywords, “cost-per-click”), sponsored ads (e.g., Google Adwords) achieve high ranked results and attract more attention and thus could get more website visitors (Jansen, Zhang and Schultz, 2009 Jansen, 2011, p.1). Major search engines (e.g., Google, Yahoo! and Bing) display search results in two categories: keyword search ads (or paid results, paid placements, sponsored links) and organic (or unpaid) results (Yoo, 2014). Numerous studies have demonstrated that search engine result pages (SERP) have a significant impact on consumer choices, because of factors such as search result rankings (Joachims et al., 2007 Pan et al., 2007 Cutrell and Guan, 2007 Granka, Joachims and Gay, 2004). But there is a lot more behind the fast clicks, because most users are not aware of how search engines work and know little about the implications of their algorithms (Gerhart, 2004 cf. At first sight, the decision-making in online environments seems to be very uncomplicated because users are only a couple of clicks, away from access to their information, needs, or purchase. Thus, search behavior follows an inner motivation to achieve a specific goal (Cutrell and Guan, 2007). Nowadays the World Wide Web has become an integral part of life and search engines have become a crucial tool (Yoo, 2014), which fulfill needs by finding information or shopping online (Pan et al., 2007a). Keywords: Subliminal Priming, Advertisement, Search Engines and Evaluation 1 Introduction 1.1 Background on the topic The results indicated that priming positively influences the evaluation on online advertisement and search engines, regardless of participants’ attitudes towards online search. Half of 98 participants were subliminally primed with the Google ad-icon “Anzeige” and subsequently evaluate on online advertisement and search engines. An online survey was conducted trying to investigate that goal priming effects subsequent evaluation, but only when certain conditions interact with persons’ attitudes. need for information and goal relevance). Subliminal stimuli seem to have great potential for this matter since there is much similarity (Strahan, Spencer, and Zanna, 2002) between the factors that make subliminal stimuli effective and the online search environment (i.e. To give a clear answer for this matter, possibilities but also dangers of online information seeking and subliminal perception have been investigated. In this bachelor thesis, based on the findings by Karremans, Stroebe, and Claus (2006), the effectiveness of subliminal cues on choice behavior was transposed to the online search environment. Summary of Hierarchical Regression Analysis. Pearson Correlation between Priming Variable, DVs & Outcomes T-test Evaluation of Online Advertisement in General List of Tables non-health related no-priming stimulus materials (logo)įigure. non-health related priming stimulus materials (logo)įigure 2. 2.1.2 Definition of Subliminal AdvertisementĢ.4 Evaluation on Google Search Result Pagesįigure 1.

Subliminal definition psychology