In fact, many studies have shown that sound intuitive decision-making depends on the association of the subliminal messages of a given situation with the limbic brain structures formed. Many have shown that making sound decisions based on intuition rather than conscious reasoning is more common than previously thought. For many years, scientists have investigated the role of subliminal messages in marketing, with their findings generating a significant controversy. Neuroscience has opened the door to the consumer’s brain. With advances in neuroscientific techniques, marketing has needed to refocus toward understanding issues like the area of the brain that should be stimulated to transform the consumer’s intention to purchase into a real decision, how information is processed when making a decision, and how personality traits affect the purchase decision. As for the future avenues of research, it would be interesting to assess the effectiveness of some consumer anticipation and the protection against manipulation with regard to subliminal messages.Ĭognitive neuroscience and its applied developments have revolutionized marketing. The influence of perception of subliminal messages, awareness of subliminal messages, knowledge of subliminal message and subliminal persuasion are positive which validate a positive relation among these variables. A total of 510 Lebanese consumers had completed the questionnaire online. An online questionnaire was used during this study. The sample belongs to the population of Lebanese consumers. This study is descriptive following a causal model. The data collection used a cross-sectional descriptive approach. The objective of this article is to explore and describe the influence of the perception, awareness, and knowledge of subliminal messages and subliminal persuasion on consumers’ purchasing intention. Hidden messages within advertising is a manipulating force to buy the product, or to increase the purchasing intention. The subliminal message is not perceived directly by the consumers’ consciousness, but still remains in their mind in a subtle way. To attract more customers and boost their sales, online marketers use subliminal messages in advertising. Understanding the major elements affecting consumers purchasing intention is important because it is directly related with the actual purchase.
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