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.
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