For several years, a new model has been developing that is altering the traditional view of advertising which uses media types that follow, essentially, a passive communication model. The Internet model provides to enterprises the possibility to set up a shared environment, where an interactive communication module is followed and changes the way of doing business with customers. In a virtual space, an observer is able to encode and store information exposed outside its focus of attention, so that the exposure itself and her frequency can be prosecuted even without the individual s consciousness. This study sought through a survey in a sample of students from PUC-Rio, examine the effects of frequency of exposure to subliminal stimuli perception of a given brand in a virtual environment on choice and consumer attitudes. The results showed evidence that an observer with attitude towards the brand very favorable is more likely to select the brand processed unconsciously as the frequency of exposures increases. There was no clear evidence of differentiation in attitude by the frequency of exposure, but was found an influence of attitude on brand choice.