Beyond Vicary’s fantasies: The impact of subliminal priming and brand choice

With his claim to have increased sales of Coca Cola and popcorn in a movie theatre through subliminal messages flashed on the screen, James Vicary raised the possibility of subliminal advertising. Nobody has ever replicated Vicary’s findings and his study was a hoax. This article reports two experiments, which assessed whether subliminal priming of a brand name of a drink can affect people’s choices for the primed brand, and whether this effect is moderated by individuals’ feelings of thirst. Both studies demonstrated that subliminal priming of a brand name of drink (i.e., Lipton Ice) positively affected participants’ choice for, and their intention to, drink the primed brand, but only for participants who were thirsty. Theoretical and practical implications of these findings are discussed.     

Subliminal priming and persuasion: Striking while the iron is hot

Three studies demonstrated that subliminally priming a goal-relevant cognition (thirst in Studies 1 and 2; sadness in Study 3) influenced behavior (in Study 1) and enhanced the persuasiveness of an ad targeting the goal (in Studies 2 and 3) when people were motivated to pursue the goal (when they were thirsty in Studies 1 and 2; when they expected to interact with another person in Study 3). These results suggest that subliminal priming can be used to enhance persuasion, but only when certain conditions are met. Both the priming of goal-relevant cognitions and the motive to pursue the goal were necessary for ads targeting the goal to be more persuasive. The implications of these results for the role of functionality in subliminal priming and for the use and abuse of subliminal priming in persuasion are discussed.     

Subliminal or not? Comparing null-hypothesis and Bayesian methods for testing subliminal priming

A difficulty for reports of subliminal priming is demonstrating that participants who actually perceived the prime are not driving the priming effects. There are two conventional methods for testing this. One is to test whether a direct measure of stimulus perception is not significantly above chance on a group level. The other is to use regression to test if an indirect measure of stimulus processing is significantly above zero when the direct measure is at chance. Here we simulated samples in which we assumed that only participants who perceived the primes were primed by it. Conventional analyses applied to these samples had a very large error rate of falsely supporting subliminal priming. Calculating a Bayes factor for the samples very seldom falsely supported subliminal priming. We conclude that conventional tests are not reliable diagnostics of subliminal priming. Instead, we recommend that experimenters calculate a Bayes factor when investigating subliminal priming.     

长时语义记忆对阈下语义启动效应的影响

本文通过检测启动刺激的词频对阈下启动效应的影响,探讨了长时语义记忆在阈下语义启动中的作用。结果表明,对阈下启动刺激的感受性d′上,词频和练习的交互作用显著(p<0.05),高频刺激即使没有练习过的启动刺激也会产生启动效应,而对低频刺激只有练习过的启动刺激才会产生启动效应,说明长时语义记忆是影响阈下启动效应的重要因素之一。     

Honesty: One Effect of Primed Religious Representations

Most demonstrations of the automatic activation of mental representations and resulting behavioral effects have been conducted in the context of specific stereotypes. The main purpose of these studies was to test whether primed religious representations can have automatic influences on relevant (prosocial) behavior (Study 1) regardless of prior religious belief (Study 2). Study 1 found that participants primed with religious representations (religious words) cheated significantly less on a subsequent task. Study 2 replicated the results of Study 1 with subliminal presentations of religious words and further found that participant's intrinsic religiosity had no influence on rates of cheating with the prime received. These results provide the first known demonstration of religious representations automatically influencing behavior. Implications for the psychology of religion are discussed.     

Inaccurate self-knowledge formation as a result of automatic behavior

Four studies tested a post-priming misattribution process whereby a primed goal automatically influences people's behavior, but because people are unaware of that influence, they misattribute their behavior to some other internal state. People who were primed with a goal were more likely to choose an activity that was relevant to that goal, but did not recognize that the prime had influenced their choices. Instead, people used more accessible and plausible reasons to explain their behavior. The goals were seeking romantic interaction (Studies 1 and 2), helping (Study 3) and earning money (Study 4). People made choices related to these goals but misattributed the choices to temporary preferences (Studies 1 and 3) and more permanent dispositions (Studies 2 and 4). The misattribution had downstream effects, leading to choice behavior consistent with the erroneous self-knowledge. We suggest that automatic behavior can lead to a confabulated self-knowledge with behavioral consequences.     

Alcohol affects goal commitment by explicitly and implicitly induced myopia

Alcohol commits people to personally important goals even if expectations of reaching the goals are low. To illuminate this effect, we used alcohol myopia theory, stating that alcohol intoxicated people disproportionally attend to the most salient aspects of a situation and ignore peripheral aspects. When low expectations of reaching an important goal were activated students who consumed alcohol were less committed than students who consumed a placebo. We observed less commitment regardless of whether low expectations were explicitly activated in a questionnaire (Study 1) or implicitly activated through subliminal priming (Study 2). The results imply that, intoxicated people commit to goals according to what aspects of a goal are activated either explicitly or implicitly.     

Are you talking to the future me? The moderator role of future self‐relevance on the effects of aging salience in retirement savings

Increasing the salience of aging has been shown to be a promising strategy to promote young adults' interest in saving for retirement. However, the processes responsible for this effect are still largely unknown. We hypothesize that increased savings choices will only occur when participants are also engaged in self‐relevant thoughts about their own future. Participants were exposed to a fictitious website advertising financial products. Study 1 (n = 78; M_age = 20.87) primed age salience and future self‐relevance orthogonally and showed that priming aging only caused increases in retirement investment decisions when self‐relevance was also high. Study 2 (n = 91; M_age = 23.40) tested whether the effects of age priming were due specifically to age or to a broader focus on the future. The study confirmed that investment decision effects are specific to exposure to the aging prime and not merely priming the future. The effects were also specific to investment in retirement funds and not just depositing money in a checking account. These findings have both theoretical and practical implications for the psychology of aging and retirement planning.     

The situated person: Effects of construct accessibility on situation construals and interpersonal perception

Three studies examined the interrelationship between primed constructs, situation construal, and person perception. Previous research on priming and person perception has generally neglected the situational context. We predicted that when rich situational information is included, primed constructs can lead to assimilation effects on situation construals, which can in turn lead to contrast effects in person perceptions. Study 1 demonstrated that when situation information is included in the experimental context, primes lead to contrast in person perceptions. Study 2, employing a subliminal methodology, demonstrated that these effects could not be accounted for via previous explanations of contrast effects, such as correction-based mechanisms, that require overt recognition of the priming stimuli by the participants. Study 3 demonstrated that the contrastive effects of the priming stimuli on person perception obtained in Studies 1 and 2 are in fact due to the intervening assimilative effects of the priming stimuli on situation construal—that is, the primed constructs led to contrast effects on perceptions of the actor via their assimilative effects on perceptions of the situation in which that actor was embedded. Additionally, moderator variables demonstrated that this effect is most pronounced when the target actor’s behavior is described as relatively unambiguous or situation focus is increased.     

Nonconscious goals can shape what people want to feel

Goals can determine what people want to feel (e.g., Tamir et al., 2008), but can they do so even when they are primed outside of conscious awareness? In two studies, participants wanted to feel significantly less angry after they were implicitly primed with a collaboration goal, compared to a neutral prime. These effects were found with different implicit priming manipulations, direct and indirect measures of emotional preferences, and when controlling for concurrent emotional experiences. The effects were obtained in social contexts in which the potential for collaboration was relatively higher (Study 1) and lower (Study 2). Also, similar effects were found when collaboration was activated nonconsciously (Studies 1–2) and consciously (Study 2). By showing that nonconscious goals can shape emotional preferences, we demonstrate that what people want to feel can be determined by factors they are unaware of.     

Conscious, but not unconscious, logo priming of brands and related words

This study assessed whether real-life stimulus material can elicit conscious and unconscious priming. A typical masked priming paradigm was used, with brand logo primes. We used a rigorous method to assess participants' awareness of the subliminal information. Our results show that shortly presented and masked brand logos (e.g., logo of McDonald's) have the power to prime their brand names (e.g., "McDonald's") and, remarkably, words associated to the brand (e.g., "hamburger"). However, this only occurred when the logos could be categorized clearly above the consciousness threshold. Once the primes were presented close to the consciousness threshold, no subliminal influences on behavior were observed.     

Priming Effects on Cooperative Behavior in Social Dilemmas: Considering the Prime and the Person

We test whether people with a relatively more intrinsic vs. extrinsic value orientation (RIEVO) are particularly likely to enact cooperative behavior in resource dilemmas when they are primed with relatedness goals. In Study 1, high RIEVO participants primed with relatedness exhibited more restrained fishing behavior in a resource dilemma than their unprimed counterparts or participants low in RIEVO. Study 2 replicated this effect and further showed that the prime must signal the possibility of satisfying a valued goal (relatedness satisfaction) in order to elicit the value-consistent behavior. We discuss these results in the context of recent process models of goal priming, and also discuss how these findings contribute to our understanding of cooperative behavior and the predictive power of value constructs more broadly.     

Moods as spotlights: the influence of mood on accessibility effects

Three studies explore the manner in which one's mood may affect the use and impact of accessible information on judgments. Specifically, the authors demonstrated that positive and negative moods differentially influence the direction of accessibility effects (assimilation, contrast) by determining whether abstract traits or concrete actor-trait links are primed. Study 1 investigated the impact of positive versus negative mood on the judgmental impact of trait-implying behaviors and found that positive moods lead to assimilation and negative moods to contrast. In Study 2, this effect was replicated in a subliminal priming paradigm. In Study 3, it was demonstrated that the type of information activated by trait-implying behaviors is indeed mood dependent, such that abstract trait information is activated in a positive mood, whereas specific actor-trait links are activated in a negative mood.     

无意识自我控制目标启动对自我损耗的补偿效应

本研究基于对无意识目标启动的研究,采用阈上、阈下启动方式探讨无意识目标启动对自我损耗的补偿作用。实验1发现,阈上无意识目标启动能够有效提高自我控制,促进自控表现。实验2发现,阈下无意识目标启动对自我损耗存在补偿效应。上述结果提示,通过无意识启动方式激活自我控制目标,可以克服自我损耗的不良效应,且无需意识参与。     

Influence of Religion on Prosociality: A Priming Study of Buddhist Concepts among Nonbelievers in China

ABSTRACT

From a theoretical perspective, there is consensus that religion is positively associated with prosocial behaviors. However, rather little is known about whether religion can increase the accessibility of prosocial concepts among nonbelievers. In the current study, we explored the influence of religion on the accessibility of such concepts among nonbelievers of Buddhism using supraliminal and subliminal priming techniques. Specifically, we employed 20 each of Buddhist and neutral words as priming stimuli, along with 20 each of prosocial and antisocial words as target stimuli. Participants were asked to determine, as quickly and as accurately as possible, if a presented word had a prosocial or antisocial meaning. In Study 1, participants were supraliminally primed (200 ms) with Buddhist words. The results showed that participants recognized prosocial words more quickly than they did antisocial words when primed with Buddhist words than with neutral words. In Study 2, we used subliminal priming (38 ms), and obtained the same results as in Study 1. Taken together, the results suggest that Buddhist concepts, whether primed explicitly or implicitly, increased the mental accessibility of prosocial concepts.     

The hidden persuaders break into the tired brain

There is a long-lasting debate on whether subliminal advertising actually works. In this context there are some studies suggesting that subjects’ motivation is a crucial point. Karremans et al. [Karremans, J. C., Stroebe, W., & Claus, J. (2006). Beyond Vicary’s fantasies: The impact of subliminal priming and brand choice. Journal of Experimental Social Psychology, 42, 792-798] showed that subjects were influenced in their intention to drink a specific brand of soft drink by a subliminally presented brand prime, but only if they were thirsty. In the present study, we adapted their paradigm to the concept of ‘concentration’ and embedded the subliminal presentation of a brand logo into a computer game. Actual subsequent consumption of dextrose pills (of the presented or a not presented brand) was measured dependent on the level of participants’ tiredness and the subliminally presented logo. We found the same pattern as Karremans et al. (2006): only tired participants consumed more of the subliminally presented than the not presented brand. Therefore, the findings confirm that subjects are influenced by subliminally presented stimuli if these stimuli are need-related and if subjects are in the matching motivational state.     

To achieve or not to achieve? Comparative mindsets elicit assimilation and contrast in goal priming

Goal priming typically leads to goal‐consistent behavior. This uniform pattern is surprising given other types of priming effects, which have been found to be more variable. On the basis of previous research on judgment priming effects, we predicted that a comparative mindset to focus on similarities versus differences also affects the direction of goal priming. Two studies show that assimilation to a primed goal results if participants focus on similarities, whereas a focus on differences leads to contrast. In Study 1, participants induced to focus on similarities behaved more neatly after being primed with neatness rather than the goal to be carefree. For participants induced to focus on differences, the opposite pattern emerged. In Study 2, a similarity focus led to assimilation to an achievement prime, whereas a difference focus resulted in contrast. These findings highlight the importance of comparative processes in goal striving and demonstrate that assimilative goal‐priming effects are less invariable than existing research suggests. Copyright © 2012 John Wiley & Sons, Ltd.     

Cognitive control outside of conscious awareness

To test whether cognitive control can operate fully unconsciously on conflicts arising between two interfering subliminal stimuli, we designed a priming paradigm in which a subliminal reverse Color-Word Stroop item (a color word written on a congruent/incongruent color rectangle) preceded a supraliminal one in each trial. We found (a) a conflict adaptation effect, with a smaller reverse Stroop effect on the visible probe items after incongruent than after congruent subliminal prime items and (b) a negative priming effect, with longer reaction-times on incongruent visible probe items when the color word corresponded to the color of the rectangle in the preceding subliminal prime item than when it was not. These effects replicate the ones classically reported in studies using visible items and suggest that cognitive control was transferred from the subliminal prime to the visible probe items. Taken together, our results demonstrate that cognitive control can operate on conflicting subliminal information.     

Subliminal priming of winning images prompts increased betting in slot machine play

In 2 experiments (n = 327), participants played a computerized slot machine game. Some participants had the jackpot symbols repeatedly flashed for 30 ms during preliminary play. Exposure to the subliminal jackpot prime led to more betting and confidence on a final spin. In Experiment 2, this effect only occurred for those who placed their bets immediately following exposure to the primes. Betting and confidence returned to baseline levels if participants were forced to wait for 5 minutes before betting. This finding supports a category priming explanation rather than a goal activation explanation for the effect. Results are discussed in the context of research on subliminal priming, and as an example of an application of subliminal priming effects to consumer psychology.