Problems with subliminal perception

The current revival of interest in subliminal perception offers some applications of subliminal stimuli which are, predictably, new. Evidence for the effectiveness of the use of subliminal stimuli for business purposes, however, seems to be no better now than it was more than thirty years ago. This article is concerned with some of the questions which should be considered before a commitment to any use of subliminal stimulation is made.Some of the ideas for this paper were suggested by D. D. Walker, an undergraduate student at Indiana University Southeast.