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Many authors have continued to argue for the effectiveness of subliminal cues in changing consumption behavior, citing environmental cues as a main culprit of behavior change. Some studies have shown greater effects of subliminal messaging with as high as 80% of participants showing a preference for a particular rum when subliminally primed by the name placed in an ad backward. In another study, participant's ratings of thirst were higher after viewing an episode of The Simpsons that contained single frames of the word "thirsty" or of a picture of a Coca-Cola can. Karremans did a study assessing whether subliminal priming of a brand name of a drink would affect a person's choice of drink, and whether this effect is caused by the individual's feelings of being thirsty. However, those who were not thirsty were not influenced by the subliminal messages. Subliminally priming a brand name of a soft drink (Lipton Ice) made those who were thirsty want the Lipton Ice. Karremans suggests that subliminal messages have an effect when the messages are goal-relevant. Subliminal messages produce only one-tenth of the effects of detected messages and the findings related the effects of subliminal messaging were relatively ambiguous.Īlso, participants’ ratings of positive response to commercials are not affected by subliminal messages in the commercials. Some studies have looked at the efficacy of subliminal messaging in television. The following sections have more information on specific studies which investigate the effectiveness of subliminal stimuli. Most actions can be triggered subliminally only if the person already has the potential to perform a specific action. However, consensus of this finding remains unsubstantiated by other research. Importantly, research on action priming has shown that subliminal stimuli can trigger only actions a receiver of the message plans to perform anyway. ‍ How Effective is Subliminal Advertising?Īpplications of subliminal stimuli often base themselves on the persuasiveness of the message. Subliminal perception is any information you receive from your senses that you are not consciously aware of happening. Also Known As: Subliminal stimuli, subliminal messaging, subliminal advertising