Conscious and Unconscious Influences in Internet Advertising in Transition Economies

Abstract

We examine the effect of archetypal symbolism in reception of information technology educational services Internet advertising, in Poland, a transition economy. This study sought to answer questions regarding subconscious effect of color and symbolic incentives and susceptibility to social influence methods for Internet users -- consumers, based on a knowledge of the unconscious patterns and methods of social influence in the light of analytical psychology. Various aspects of the unconscious and conscious effects of archetypal symbolism in educational services Internet advertising reception are investigated. The necessary data is collected by an enhanced and structured interview web, combining elements of qualitative research and structured survey conducted among 52 IT specialist in different regions of Poland. The results of this survey indicate that in transition economies conscious logical and informed assessment of aesthetics, value, usefulness, quality has an effect on global positive impression of advertising leading to the purchase of the product (information technology educational services). More over consciousness and unconsciousness via archetypal symbolism, including colors by stimulating sensations, emotions, moods, associations, needs, values, psycho-physical and overall response to the picture have an effect on global positive impression of advertising leading to the purchase of the product. In addition the symbolism of Jungian unconscious archetypes (the Self, the Old Wise Man and the Great Mother) has the highest effect on global positive impression of Internet advertising leading to the purchase of the product. The results of this study are important for Internet marketing in transition economies because they show that users are influenced by subliminal stimuli, even if they have some knowledge of neuromarketing and methods of social influence.

Keywords: Communication, consumer, global competitiveness, Internet advertising, Internet marketing, IT professionals, information technology, neuromarketing, purchase decisions, symbolism, transition economies, unconscious influence

JEL Classification: M00, O00, P00, P30, P31