In the late 1950s, subliminal suggestion was claimed to be a commonly used method of influencing consumer purchase behavior at a nonconscious level. Laboratory studies investigating the limits of subliminal influence most commonly prime behavioral tendencies by flashing words or images on a computer screen for 100 to 300 milliseconds -too quickly to be consciously perceived. Images embedded within complex patterns and vocal messages that are masked by surrounding noise may not be consciously recognized, but implicit tests of familiarity demonstrate that these messages or signals were subliminally perceived and processed.
Consequently, subliminally perceived messages may be “suggestive ” of those behaviors that are mentally activated, as their heightened accessibility increases the likelihood that they will be enacted.Īuditory or visual stimuli may be processed noncon-sciously under a variety of conditions. The internal activation of mental representations makes schematically related constructs, goals, and behavioral tendencies more accessible in memory. When environmental stimuli (words, symbols, sounds) are subliminally perceived and encoded, mental representations of these stimuli and associated mental constructs are activated.
A message, object, concept, idea, or other stimulus is perceived subliminally when it is processed at a sensory level (visual or auditory) without an accompanying conscious sensory experience. Subliminal suggestion occurs when messages or ideas that are perceived below (sub) the threshold or limen of conscious awareness influence thoughts, feelings, or actions.
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