Subliminal - "Below the level of conscious perception.."
(a stimulus that is) "..inadequate to produce conscious awareness but able to evoke a response."
1957 - Movie Theater Study:
During the movie the following statements were flashed on the screen:
Researcher claimed that the sales of soft drinks and popcorn during intermission were significantly higher than when the phrases were not flashed.
Data were fabricated by a marketing researcher who needed to drum up business for himself.
Laboratory studies of subliminal effects:
More than 60% of social meaning in interpersonal exchange is transmitted nonverbally.
Nonverbal elements can influence:
Contrast and anchoring effects
Study #1
3 male and 3 female experimenters alternated in approaching shoppers as they entered a large bookstore.
Each individual shopper was greeted and handed a 4 page catalogue filled with information about the store (e.g., items, prices, discounts, credit, etc.).
When shoppers approached the cash register to check out any items purchased (or to get a parking coupon validated) measures were taken of their shopping time, the amount they purchased, and their evaluation of the store.
.........................Treatment..............No Treatment
Shopping Time..........22.11 minutes............13.56 minutes
Avg. purchase..........$15.03....................$12.23
Evaluation...............3.2.......................2.1
(5 point scale)
Study #2
Lone adult shoppers in a supermarket were approached by one of four different female demonstrators, dressed in company uniforms, who asked the shopper to sample a new snack product. Whether or not the customer agreed to try the snack, they were given a discount coupon to be redeemed at the cash register.
.....................TreatmentNo.................. Treatment
Tasted.................84.6%..........................65%
Purchased..............64.1%..........................43%