The sensory stimuli below the exact lumen for conscious perception is called subliminal stimuli which is exactly opposite for above threshold stimuli called supraliminal stimuli. The visual stimuli might get rapidly flashed before it could be processed by an individual or get masked which will interrupt the process. The Audio stimuli might get played below the normal volumes which is dissembled by other stimuli or showed backwards in process known as backmasking. When the subliminal messages got introduced during the year 1895, the concept got controversial when the marketing professionals promoted that it could be helpful in art of persuasion. The research psychologists unanimously believed that subliminal message don’t have an enduring impact on behaviour, and based on scientific research it could only product a subtle impact on thinking. Also, it is used controversially in marketing and also in scientific research on unconscious perception or awareness.
There are used to advertise for creating awareness with various products and subliminal message has popularity into a choice for new products. It is suggested by Johan Karremans that subliminal message will have an impact when you have goal relevant messages. There was a study to assess about subliminal priming regarding the drink’s brand name which will impact the choice of a person to drink, and whether such an impact will be created the thirsty feelings of an individual.
The study considered to determine whether the subliminally priming or getting the participant ready with an image or text without getting aware of it can result the in better familiarity of the product by the sharer. Most of the participants were primed subliminally using Lipton Ice which was flashed repeatedly on computer screen for twenty four milliseconds and other half was considered with a control that didn’t include a brand. Based on the study he observed the when priming subliminally the drink brand name, the people became thirsty and wanted to taste the particular drink brand. People who weren’t thirsty did not get impacted by subliminal messages as their goal wasn’t to satisfy their thirst.
Subconscious stimuli through single words are considered to effective to change the human emotions or behaviour. It’s apparent through pictorial advertisement which portrays 4 separate categories of rum. There was a phrase U buywhich was imbibed somewhere in the picture. A study was done to test the efficiency of alcohol advertisement. Earlier to the study, the participants had the potential to try various hidden messages inside the advertisement and could not find anything. Due to this, the study showed that eighty percent of subject were able to subconsciously receive the backward message, which meant they exhibited strong preference for that specific category of rum.
Though various things could be perceived through subliminal messages, just single image or few words of unconscious signals could be interiorized. As only an image or word could be perceived effectively, the basic features of that word or image will create a difference in behaviour (For instance, meat is associated with hunger). Byrne demonstrated this fact during the year 1959.
They flashed the word beeffor interval of 5 milliseconds during 16 minute movie for experimental subjects and they din flash anything to keep the subjects under control. Neither controlled or experimental subjects stated an increased preference for beef sandwiches when they were asked to select among list of 5 different foods, but experimental subjects mentioned that they felt hungrier when compared to controlled subjects during the survey. If subjects got flashed for complete sentence, the words were not considered to have impact on expected effect.
During the year 1983, 5 studies were carried out with fifty two graduate and undergraduate students who noted that though flashing subliminally and masking words could impact the consciousness of a person, the impact on visual processing was very minute. It states that perceptual processing is considered to be unconscious activity which goes forwards to various levels of re-description and available analysis. For instance, when the word butter is flashed the individual will be fast in spotting the logically and practically relevant word breadthan identifying a conceptually or practically unrelated word like bottle.