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.