![]() ![]() Thus, there is a discrepancy between what is perceived and what the viewer is aware of having perceived. Would the priming effect still occur? The answer is yes, and this finding is interesting because it shows that the prime initiates cognitive activity in the brain, even though the viewer does not feel as if any word recognition took place. Researchers interested in subliminal perception wondered what would happen if the prime was presented so briefly that the viewer could not recognize it. This priming effect is a well-established phenomenon. Thus, people will identify the target string DOCTOR as a word more quickly if it is primed with NURSE than they would if it were primed with an unrelated word like TRUCK. Reaction times are faster when the target is preceded by a word whose meaning is similar to the target's meaning (e.g., NURSE). Of special interest is how long it takes the subject to make his or her decision. If it isn't a word (e.g., TORCOD), he pushes the "no" button. If the target is a legitimate word (e.g., DOCTOR), the respondent pushes the "yes" button. In a priming task, the viewer's task is to decide whether or not a presented letter string (the target) is a word or not. The best evidence for subliminal perception comes from studies on semantic priming. Although there was never any good evidence that this procedure actually worked, the possibility of such "mind control" caused considerable alarm.Ĭareful laboratory research has explored the extent to which subliminal stimulation can affect our behavior. A public relations stunt in 1957 triggered widespread concern that consumers were being induced to "eat popcorn" and "drink cola" by means of subliminal messages flashed onto a movie screen. Can we be influenced by stimuli that are so faint or brief that we are unaware of their presence? In other words, can people be affected by invisible stimuli? This controversial notion has intrigued scientists and the public for decades. The threshold, in this case, is the threshold of conscious awareness. The term subliminal is derived from the Latin words sub (below) and limen (threshold). The effects of stimuli that are so weak the receiver is unaware of their presence. ![]()
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