A case study was performed by James Vicary in 1959 in order to test the theory that subliminal messages influenced people to purchase things they might normally not have purchased. The findings indicated that subliminals do indeed have an influence on people. However, what is even more startling is the news that later in his life, Vicary admitted that he had fabricated his findings and many now disbelieve that the study even took place. Before and after Vicary admitted he had fabricated his findings, other researchers tried and failed to replicate his experiment.

Bahador Bahrami, a neuroscientist at the Institute of Cognitive Neuroscience University College in London, has discovered through laboratory experiments that sublimated messages do leave an impression on the brain. Using sophisticated equipment, Bahrami’s team of researchers discovered that the subconscious brain is aware of hidden messages and images, while the conscious mind is not.

Baharmi and his scientists found that when participants performed easy or routine tasks, subliminal messaging had a greater impact than when they had to perform tasks that took more concentration. They concluded that if there is any spare attention capacity in the brain, then the brain allocates that resource to the subliminal messages.

Johan Karremans of the University of Nijmegen, Netherlands, and his colleagues recently decided to again test the effectiveness of subliminal persuasion. They created an experiment that consisted of volunteers who were to be shown “silent subliminals” in an attempt to alter their choices of drink. Karremans and his team of researchers chose two brands that were equally popular and also had the same reputation as being “thirst-quenchers.” The brand names were known to all the study participants.

Part of the study asked the volunteers to partake in a few simple tasks. One group was shown the subliminals for one beverage while a control group was shown the name of another beverage. At the end of the image viewing, the volunteers were asked to make a choice between the two drinks and also asked how likely they would be to order that particular drink when out and about and if they were thirsty. Of those volunteers who said they were thirsty and had received subliminal messaging, those individuals were more likely to choose the first beverage.

As you can see from these studies, these sublimated messages are recorded by the brain when we have a little spare attention capacity. Anytime we are in the process of performing routine or easy tasks, we are in such a state. Only when we perform something that requires a heightened attention span are we immune to the effects of subliminal messages. This is because our attention is diverted from the messages even though we are not aware that they are even there.

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