![]() Need to make a distinction between subliminal perception and subliminal persuasion the processing of sensory information that occurs below the level of conscious awareness subthreshold influences over our product choices, electoral votes, and life decisions we'll take up subliminal perception at the end of today's class we can ask the following questions do subliminal messages from advertisers work? do subliminal messages from governments work? can listening to tapes while asleep help us learn French or make us feel better about ourselves? can we perceive backward speech in rock music? that is, can subliminal messages influence our behaviour in powerful ways? here are the favourite claims of the authors relieve constipation improve one's sex life enlarge body parts and cure deafness image the difficulty of curing deafness via an audiotape when the person cannot hear! do people believe these sorts of claims? surveys show that 60% to 85% of psyc undergraduate students believe these sorts of claims another distinction that needs to be made "Freudian-type" views of the unconscious the unconscious is the seat of primitive and largely sexual urges that operate outside of awareness to influence our behaviour reify abstract notions, such as the id to consider or make an abstract idea or concept real or concrete modern psychological views of the unconscious information processing outside of awareness the myth that started it all: marketing consultant James Vicary claimed to have conducted the following "experiment" during movies in a Fort Lee, New Jersey movie theatre, messages were flashed encouraging movie goers to buy popcorn and Coke messages flashed for 1/3,000 of a second Vicary did this for six weeks sales reportedly increased dramatically repeated attempts to replicate these findings failed five years after the initial claim, Vicary admitted that the whole story was a hoax he made up the story in an effort to revive his failing consulting business yet, this particular finding, and others like it, have maintained a strong grip in our popular culture subliminal audiotapes two types of subliminal audiotapes memory self-esteem half the tapes had their labels switched on objective tests, memory and self-esteem did not increase however, participants reported improvements, regardless of whether they had correct or incorrect labels illusory placebo effect self-reported improvement was not for the correct reason we will learn at the end of today's lecture that there is such a thing as subliminal perception but, the scientific evidence strongly suggests that there is no such thing as subliminal persuasion conclusion: "To this day, there's no good evidence that subliminal messages can affect purchasers' decisions or voters' choices, let alone yield perfect memories or larger.
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