Some Research About Subliminal Messages
posted in Off-line Marketing |In 1959, a man named James Vicary carried out a study where messages were flashed across a movie screen. The subliminal message flashed so quickly that only the subconscious mind was aware it happened, and it said to eat popcorn and drink Coca-cola. His findings indicated that these subliminal messages did influence patrons to buy more popcorn and soda. However, it was later learned that Vicary’s findings were fabricated. Sublimated messaging, which is a subject that science has ridiculed for decades, has some new scientific believers. A recent laboratory study regarding sublimated messages has revealed some interesting evidence that messages are indeed recorded by the subconscious brain.
Bahador Bahrami, a neuroscientist at the Institute of Cognitive Neuroscience University College in London, has discovered through laboratory experiments that sublimated messages do leave an impression on the brain. Using sophisticated equipment, Bahrami’s team of researchers discovered that the subconscious brain is aware of hidden messages and images, while the conscious mind is not.
Bahrami’s study had a group of volunteers view a computer screen while wearing 3D-type glasses. While a red lens covered one eye, the other eye was covered by a blue lens. Faint images were shown to one eye while colorful, vivid images were flashed rapidly at the other eye. Because vivid images were being flashed, participants didn’t consciously see the other faint images and those seemed to go unnoticed. Although the subjects were unaware that there were two images being shown to them, it was found through MRI brain scan imaging that the subliminal messages in the form faint images were registered by the brain.
Johan Karremans of the University of Nijmegen, Netherlands, and his colleagues recently decided to again test the effectiveness of subliminal persuasion. They created an experiment that consisted of volunteers who were to be shown “silent subliminals” in an attempt to alter their choices of drink. Karremans and his team of researchers chose two brands that were equally popular and also had the same reputation as being “thirst-quenchers.” The brand names were known to all the study participants.
Part of the study asked the volunteers to partake in a few simple tasks. One group was shown the subliminals for one beverage while a control group was shown the name of another beverage. At the end of the image viewing, the volunteers were asked to make a choice between the two drinks and also asked how likely they would be to order that particular drink when out and about and if they were thirsty. Of those volunteers who said they were thirsty and had received subliminal messaging, those individuals were more likely to choose the first beverage.
As you can see from these studies, these sublimated messages are recorded by the brain when we have a little spare attention capacity. Anytime we are in the process of performing routine or easy tasks, we are in such a state. Only when we perform something that requires a heightened attention span are we immune to the effects of subliminal messages. This is because our attention is diverted from the messages even though we are not aware that they are even there.
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