Effects of subliminal advertising as emotional marketing used by coffee shops to the consumer behavior of students from De La Salle University

Proponent/s Name/s (Last Name, First Name, Middle Initial)

Ivymae Joy A. Macatiag, De La Salle University, ManilaFollow
Lia Amor V. Dait, De La Salle University, ManilaFollow
Antoine Li Nikolai L. Soliman, De La Salle University, ManilaFollow

Document Types

Business Presentation

School Name

De La Salle University Senior High School - Manila

Track or Strand

Accountancy, Business, and Management (ABM)

Research Advisor (Last Name, First Name, Middle Initial)

Cruz, Ruth Angelie B

Start Date

25-6-2025 10:30 AM

End Date

25-6-2025 12:00 PM

Zoom Link/ Room Assignment

Meeting link: https://zoom.us/j/93557679081?pwd=m9SvbbrXAaTpCxHAqRUrgcOB9M005U.1 Meeting ID: 935 5767 9081 Passcode: 7thRCBPR1

Abstract/Executive Summary

This study analyzes the influence of subliminal advertising as a form of emotional marketing on the consumer behavior of students from De La Salle University. It examines how subtle, subconscious advertising techniques used by coffee shops can affect purchasing decisions and emotional connections with brands. The research aims to: (1) analyze the effects of subliminal advertisement on consumer behavior, (2) examine their emotional impact on students aged 18–24, and (3) identify which emotions are most effective in promoting customer engagement and repurchasing. Using a quantitative method, data was gathered through a survey. Findings reveal that among emotions such as love, humor, happiness, excitement, and fear, only love and humor have significant positive effects on consumer behavior, with beta coefficients of 0.2955 and 0.2232, and p-values below 0.05. The study supports theories like Differential Emotions Theory and the Pleasure-Arousal-Dominance model, underscoring the importance of specific emotional appeals in marketing. Results suggest coffee shops should strategically incorporate subliminal cues emphasizing love and humor in their advertisements and branding to foster customer loyalty among university students. These insights provide valuable recommendations for coffee shops to enhance customer loyalty while maintaining ethical marketing practices. The findings also contribute to a broader understanding of student consumer behavior and the role of emotional marketing strategies in shaping decision-making. In conclusion, emotions like love and humor strongly influence consumer behavior and brand loyalty among university students.

Keywords

advertising; coffee shops; consumer behavior; emotional marketing; subliminal advertising

Business Presentation Type (for Business Presentation submissions only)

Business Research

Initial Consent for Publication

yes

Statement of Originality

yes