This document discusses subliminal messages and their potential influence on behavior. It defines subliminal messages as signals designed to pass below the normal limits of perception. While an early experiment claimed subliminal messages increased popcorn and Coke sales, it was later found to be fraudulent. Some subsequent studies found subliminal messages like "Cola" and "Drink" influenced participants' drink choices. Environmental cues like smells, music and visuals may also subtly influence shopping behaviors without conscious awareness. However, the effectiveness of subliminal messages is dependent on individual vulnerabilities and the immediate context in which the messages are received.

1. Subliminal Advertisements and its
influences on our behavior
Presented By: Arslan
Tariq
Bahria University,
Islamabad

2. What Is Subliminal Massage?
▪ A subliminal message is a signal or message designed to pass below (sub) the
normal limits of perception
▪ The registration of sensory input without conscious awareness
▪ Below the threshold of consciousness
▪ Below the normal limits of human mind's perception
Conscious mind 10%
Subconscious mind 90%

3. Example of Subliminal Advertisement

4. Example

5. Vicary Experiment
▪ James Vicary claimed to have flashed the words “eat popcorn” and “Drink Coca-
Cola” on a movie screen for 1/200th of a second, every 5 seconds during the
movie Picnic
▪ He claimed popcorn sales increased 58% and Coke sales increased 18%
▪ Vicary’s experiment was never successfully replicated
▪ He later acknowledged the study was a fraud
▪ The public felt threaten that companies can manipulate consumers like mindless
puppets
▪ On public pressure the U.K., Australia and the National Association of
Broadcasting in America banned subliminal Advertisements

6. Can Subliminal advertisements influence our
behavior?
▪ Subliminal messages can redirect our decisions
▪ Subliminal messages can’t override our intentions
▪ But under some circumstances they can override when these messages relate to
our immediate goals or natural tastes

7. Subliminal messages in US presidential Race
During the 2000 U.S. presidential race. Democrats
complained that this political ad subliminally flashed
the word "RATS" when disparaging nominee Al Gore's
Medicare plan. Republicans responded that this was
just the tail end of the word "BUREAUCRATS."
Flashed for 30miliseconds

8. Back Masking
▪ Back masking is a recording technique in which a sound or message is recorded
backward onto a track that is meant to be played forward.
▪ In 1980 religious groups in U.S feared that some rock bands are
Using back masking to convey satanic teachings
▪ Parents unsuccessfully sued Osborne claiming his music contained
Black masked tracks
▪ Self help Cassette tapes claimed to employ subliminal messages that increases
self confidence, but these claims were rejected by researchers

9. Computerized Attention Tests
▪ RUN(Redboud University Nijmegen) Netherlands and University of Amsterdam
conducted this research in 2001
▪ Throughout the test they flashed “Cola” and “Drink”
▪ Participents who watched subliminal message were more
Likely to ask for a cola

10. Computerized Attention Tests
▪ Researchers decided to test the theory that Coca Cola as a brand name may be
too deeply imprinted in most people’s memories for subliminal stimuli to have any
effect
▪ This study was conducted in 2006, volunteers were asked to perform
computerized attention test
▪ Researchers flashed words Lipton Ice Tea for one group and made them
Thirsty by giving salt drops and other group was flashed with words
Non-sense syllables
Flashed for 23miliseconds

11. With subliminal Massage
80%
20%
Thirst Objects
Lipton Ice Tea
Water or other

12. Without subliminal Message
30%
70%
Thirsty Objects
Lipton IceTea
other

13. Subliminal messages could be used
successfully in limited
▪ Individual's vulnerability to subliminal suggestions depends on
following variables;
Physical needs and habits
Condition in which message has been conveyed

14. Brainwashing in Supermarket
▪ Subliminal messages hold sway over our behavior in the same way as these
environmental cues do.
▪ The thirsty test subject is more receptive to a subliminal hint about a drink just as
the hungry shopper to overfill his/her cart at supermarkets.
Smells from café can make us feel hungry
A citrus scent can trigger thoughts about cleaning
Music can affect what we buy in a shop

15. Rob Holland’s experiment (2005)
▪ Team asked 56 students to list five activities they hoped to undertake during the
next few days
Worked
in a
scent
free
room
Worked
in a
room
with
citrus
smell
50%
50%

16. Rob Holland’s experiment (2005)
Only 11%
considered
cleaning
36% wrote
that they
will
consider
cleaning
their
apartments
Students who
encountered the
citrus smell
Students who
worked in a scent
free room
Holland and his colleagues concluded that citrus scent had increased the cognitive accessibility of the
goal of cleaning.

17. How Music can alter our behavior?
▪ This study was conducted by Taxes Technical University
▪ During several weeks at wine store they played a variety of music, alternating
between classical and popular tunes
Music didn’t increased the sales but profits

18. How spending habits of restaurant patrons
varies with musical cues
▪ This study was conducted by University of Leicester in England
▪ They spent three weeks varying the music from classical to pop to no music at all.
POP
spent an
average of
$40
Classical
Guests spent an
average of $45
NO Music
Guests spent
an average
of $39

19. Using Subliminal Advertisements
▪ Subliminal advertisements could be used successfully in immediate, day to day
situation
▪ To have a genuine effect;
Subliminal slogans would have to be short
Delivered near to the time of purchase/Decision
Relate to a person’s immediate intentions/Habits
Studies show that millisecond exposures to
the words “angry” or “relax” can have
definite, if short lived, effects on a person’s
heart rate and blood pressure