Invisible but Feared: The Efficacy of Subliminal Messages in Persuasion

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Ever since the marketing researcher James Vicary published his study about subliminal messages in a cinema, which - as he claimed - persuaded people to buy more popcorn and cola, there has been a huge controversy about the topic (Lilienfeld, Lynn, Ruscio & Beyerstein, 2010). Vicary claimed to have exposed the audience of a cinema to rapidly flashing images of the words “EAT POPCORN” and “DRINK COLA”, which, according to him, increased the popcorn and cola sales drastically. The question which then presented itself was: Is it really possible to manipulate people with hidden messages in commercials that may influence their behavior at an unconscious level? After the study was published, many people believed that this is indeed the case. However, Vicary’s research (1957) turned out to be completely made up (Lilienfeld et al., 2010).
If hidden messages in advertisements really worked, it would probably be a large opportunity for the marketing industry and additionally a possible promoter for economic growth, as these subconscious messages might be used to enhance consumption. On the other hand, however, it would also raise an ethical question. People are not aware of being manipulated by flashing words because such stimuli are too short in order to be detected consciously. Therefore, one could argue that ‘victims’ of these techniques are ‘tricked’ into behavior they do not actually intend to engage in. It can be seen as an unethical intervention in the freedom of choice that every human being should have. Thus, it is relevant to discuss the effectiveness of subconscious manipulation techniques such as these for several reasons. On the one hand, it makes us aware that some people could use them to take advantage of others but on the o...

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...ly people that were thirsty and subliminally primed rated a drink named “Super-Quencher” significantly higher than a similar drink called “PowerPro”. Hence, motivation to pursue a goal is a necessary criterion for subliminal messages to be effective (Strahan et al., 2001). This research was one of the first to find that subliminal primes in ads might enhance persuasion.
These findings were replicated by a study… (to be continued…. ☺ )
Conclusion (title needed for this paragraph. Any suggestions?)
Due to evidence of the last ten years, I will reject my thesis and have to admit that there indeed are certain circumstances in which subliminal priming works, for example when a goal is present (e.g. you are thirsty) or when the brand is not that highly accessible before and when you are implicitly motivated, or tired. (not complete yet, as I am not ready with my paper)

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