Abstract
Marketers always try different marketing techniques to realize an extra mileage in their efforts. It has been evidenced that customers end up in buying things that may not be of their choice. With advanced technology coupled with creativity, they are travelling through the new waters of marketing, which involves reading minds and hitting product concepts into sub-conscious minds. Subliminal marketing is one such tool that is all about passing messages below the limen which further would have the capacity to influence customer behavior. The current study was conducted to understand the effectiveness of the subliminal message brand retention and the consumer choice that follows
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