Time To Don A Tinfoil Hat?
Subliminal messages are a topic of endless curiosity. You have people who think they don't work. Then you have those (a whopping 70%, as reported in one study) who believe they do. Finally, there are the tinfoil-hat-wearing conspiracy theorists who believe subliminal messages are a form of mind control -- if the FCC banned them, they have to be dangerous, right?
So what's going on here?
Here at Taylor, we participate in a quarterly internal workshop that deals with philosophical and sociological ideas and their applications to market research. This quarter, the topic was subliminal messaging, and Nikki Lavoie and I led the discussion.
All the fuss about subliminal messages started after the release of a study done by James Vicary in the 1950s. He claimed that imperceptibly flashing the words "Eat Popcorn" and "Drink Coke" during a movie led to increased sales of those respective products. But it was all a big hoax; the study never happened. Nevertheless, the gripping fear of subliminal mind control lingers 50 years later.
Just for clarity, when I say subliminal, I mean something your mind picks up on but you don't know it consciously. Some believe a subliminal message is hidden information that can be spotted when pointed out, somewhat like an advertising Where's Waldo. Some may even think product placement is a subliminal message, since it is covert advertising. However, for something to be truly subliminal, it has to fly below the radar of perception; no matter how long you look or how hard you listen, you will never be able to detect it. Studies over the years on subliminal messages have met limited success. Those who do support the idea that subliminal messages change product preference or likelihood to buy are those whose research methodologies are quite dodgy, often using poor controls and unequal comparisons. Interestingly, though, biological research shows that the brain does pick up on subliminal images; however, their effects are fleeting. Not one shred of evidence has shown subliminal messages can control or even sway buying behavior -- subliminal messages just do not lead to subliminal persuasion.
So, is it time to take out the tinfoil and make myself a chic chapeau? Perhaps not just yet. Instead, I think I'll save my Reynolds for the arrival of the mother ship.



