A meta-analysis of consumer choice and subliminal advertising

Abstract

A meta-analysis is used to demonstrate the ineffectiveness of subliminal advertising to influence the consumer's decision between alternatives. A review of narrative reviews is provided to illustrate that sample size and effect size is seldom used as the basis for evaluating whether subliminal marketing stimuli are an effective means for influencing consumer choice behavior. The results of the meta-analysis indicate that there is very little effect. The resulting coefficient had a value r = 0.0585, which places the effectiveness of subliminal advertising on choice between the impact of aspirin on heart attacks and the relationship between alcohol abuse and a tour of duty in Vietnam (Rosenthal, 1990). (C) 1996 John Wiley & Sons, Inc.