The impact of visual subliminal triggers at the point of sale on the consumers’ willingness to purchase - a critical investigation into gender differences

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Over recent decades, various advertising elements have been utilized at the point of sale (POS) in supermarkets to boost demand among consumers, with mixed results. Companies continue to seek insights into the complexities of consumer behavior, often referred to as the "black box" of the brain. Neuroscientific research has shed light on consumer behavior but leaves many questions unanswered. This exploratory study aims to identify gender differences in the perception of visual subliminal marketing triggers at the POS, focusing on food retailing. It investigates how subliminal marketing triggers, particularly merchandising displays, influence consumers' willingness to purchase, using the confectionery product “Celebrations” as a case study. Data was gathered through both quantitative and qualitative methods. Initially, a subliminal test was conducted with 305 participants (154 males and 151 females) to assess reactions to various subliminal advertising triggers and their effects on purchasing intent. This was followed by two gender-specific focus groups: one with five male participants and another with six female participants, to delve deeper into the quantitative findings. The analysis revealed significant gender differences in the perception of subliminal marketing triggers, affecting overall willingness to pay for the product. This study is pioneering in merging neuromarketing and gender marketing to explore how gender inf