Subliminal stimuli (pron.: //; literally "below threshold"), contrary to supraliminal stimuli or "above threshold", are any sensory stimuli below an individual's threshold for conscious perception. A recent review of functional magnetic resonance imaging (fMRI) studies shows that subliminal stimuli activate specific regions of the brain despite participants being unaware. Visual stimuli may be quickly flashed before an individual can process them, or flashed and then masked, thereby interrupting the processing. Audio stimuli may be played below audible volumes or masked by other stimuli.
- Kaser, V.A. "The Effects of an Auditory Subliminal Perception Message Upon the Production of Images and Dreams". Journal of Nervous and Mental Disease (1986). Subjects listened to an audio subliminal message. The message was mixed with a regular music recording. Another group of subjects simply listened to the regular music recording without the subliminals. Both groups were asked to create a pre-test drawing before and immediately after the music was played as well as a drawing of any dreams they had the previous night. When the drawings were examined, the effects of the subliminal message could be seen. The drawings of the people who listened to the music with subliminal hidden content contained images relating to the suggestions they were listening to, whereas no correlation could be found with the control group. Kaser concluded that "the unconscious/subconscious mind is able to perceive a recorded verbal message that cannot be consciously heard", proving the existence of subliminal perception.
The effectiveness of subliminal messaging has been demonstrated to prime individual responses and stimulate mild emotional activity. Applications, however, often base themselves on the persuasiveness of the message. Importantly, research on action priming has shown that subliminal stimuli can trigger only those actions that one plans to perform anyway: an action can be triggered subliminally only if the person already has the specific intention to perform this specific action. The following sections have more information on specific studies in which the effectiveness of subliminal stimuli are investigated.
The threshold in subliminal stimuli research is the level at which the participant is not aware of the stimulus being presented. Researchers determine a threshold for the stimulus that will be used as the subliminal stimulus. That subliminal stimulus is then presented during the study at some point and measures are taken to determine the effects of the stimulus. The way in which studies operationally define thresholds depends on the methods of the particular article. The methodology of the research also varies by the type of subliminal stimulus (auditory or visual) and the dependent variables they measure.
Objective threshold 
The objective threshold is found using a forced choice procedure, in which participants must choose which stimulus they saw from options given to them. Participants are flashed a stimulus (e.g. the word "orange") and then given a few choices and asked which one they saw. Participants must choose an answer in this design. The objective threshold is obtained when participants are at chance level of performance in this task. The length of presentation that causes chance performance on the forced choice task is used later in the study for the subliminal stimuli.
Subjective threshold 
The subjective threshold is determined by when the participant reports that his or her performance on the forced choice procedure is around chance. The subjective threshold is 30 to 50 ms slower than the objective threshold, demonstrating that participants are able to detect the stimuli is present sooner than their perceived accuracy ratings would indicate. In other words, stimuli presented at a subjective threshold have a longer presentation time than those presented at an objective threshold. When using the objective threshold, primes neither facilitated nor inhibited the recognition of a color. However, the longer the duration of the priming stimuli, the greater effect it had on subsequent responding. These findings indicate that the results of some studies may be due to their definition of below threshold.
Visual stimuli 
In order to study the effects of subliminal stimuli, researchers will often prime the participants with specific visual stimuli, often images, and determine if those stimuli elicit different responses. Subliminal stimuli has mostly been studied in the context of emotion, in particular, researchers have focused a lot of attention to the perception of faces and how subliminal presentation to different facial expression affects emotion. Visual subliminal stimuli has also been used to study emotion eliciting stimuli and simple geometric stimuli. A significant amount of research has been produced throughout the years to demonstrate the effects of subliminal visual stimuli.
Attitudes can develop without being aware of its antecedents. Individuals viewed slides of people performing familiar daily activities after being exposed to either an emotionally positive scene, such as a romantic couple or kittens, or an emotionally negative scene, such as a werewolf or a dead body between each slide. After exposure from which the individuals consciously perceived as a flash of light, the participants gave more positive personality traits to those people whose slides were associated with an emotionally positive scene and vice-versa. Despite the statistical difference, the subliminal messages had less of an impact on judgment than the slide's inherent level of physical attractiveness.
Individuals show right amygdala activity in response to subliminal fear, and greater left amygdala response to supraliminal fear. People were exposed to a subliminal image flashed for 16.7 milliseconds that could signal a potential threat and again with a supraliminal image flashed for half a second. Furthermore supraliminal fear showed more sustained cortical activity, suggesting that subliminal fear may not entail conscious surveillance while supraliminal fear entails higher-order processing.
Emotion eliciting stimuli 
A subliminal sexual stimulus has a different effect on men compared to women. Men and women were subliminally exposed to either a sexual or a neutral picture, and their sexual arousal was recorded. Researchers examined the accessibility of sex-related thoughts after following the same procedure with either a pictorial judgment task or lexical decision task. The results revealed that the subliminal sexual stimuli did not have an effect on men, but for women, lower levels of sexual arousal were reported. However, in conditions related to accessibility of sex-related thoughts, the subliminal sexual stimuli led to higher accessibility for both men and women.
Subliminal stimuli have elicit significant emotional changes, but these changes are not valuable for a therapeutic effect. Spider-fearful and non-fearful undergraduates experienced either a positive, negative, or neutral subliminal prime followed immediately by a picture of a spider or a snake. Using visual analogue scales, the participants rated the affective quality of the picture. No evidence was found to support that the unpleasantness of the pictures can be modulated by subliminal priming. In fact, the non-fearful participants rated the spiders as more frightening after being primed with a negative stimuli, however, for the fearful participants, this effect was not found.
Simple geometric stimuli 
Laboratory research on unconscious perception often employs simple stimuli (e.g., geometric shapes or colors) whose visibility is controlled by visual masking. Masked stimuli are then used to prime the processing of subsequently presented target stimuli. For instance, in the Response Priming paradigm, participants have to respond to a target stimulus (e.g., by identifying whether it is a diamond or a square) which is immediately preceded by a masked priming stimulus (also a diamond or a square). The prime has large effects on responses to the target; it speeds responses when it is consistent with the target, and slows responses when it is inconsistent. Response priming effects can be dissociated from visual awareness of the prime, such as when prime identification performance is at chance, or when priming effects increase despite decreases in prime visibility.
The presentation of geometric figures as subliminal stimuli can result in below threshold discriminations. The geometric figures were presented on slides of a tachistoscope followed by a supraliminal shock for a given slide every time it appeared. The shock was administered after a five second interval. Electrical skin changes of the participants that occurred before the reinforcement (shock) or non-reinforcement were recorded. The findings indicate that the proportion of electrical skin changes that occurred following subliminal visual stimuli was significantly greater than expected. In contrast, the proportion of electrical skin changes that occurred in response to the stimuli which were not reinforced was significantly less. As a whole, participants were able to make below threshold discriminations.
Auditory stimuli 
Auditory masking 
One method for creating subliminal auditory stimuli is called masking. This method involves hiding the target auditory stimulus in some way. Auditory subliminal stimuli are shown to have some effect on the participant, but not a large one. For example, one study used other speechlike sounds to cover up the target words. The study found evidence of priming in the absence of awareness of the stimuli. But the effects of these subliminal stimuli were only seen in one of the outcome measures of priming, while the effects of conscious stimuli were seen in multiple outcome measures.
Self-help audio recordings 
Möller AT, Kotzé HF, Sieberhagen KJ.Department of Psychology, University of Stellenbosch, RSA. "Comparison of the effects of auditory subliminal stimulation and rational emotive behavior therapy , separately and combined, on self-concept." The study investigated the effects on self-concept of Rational Emotive Behavior Therapy and auditory subliminal stimulation (separately and in combination) on 141 undergraduate students with self-concept problems. They were randomly assigned to one of four groups receiving either Rational-Emotive Therapy, subliminal stimulation, both, or a placebo treatment. Rational-Emotive Therapy significantly improved scores on all the dependent measures (cognition, self-concept, self-esteem, anxiety), except for behavior. Results for the subliminal stimulation group were similar to those of the placebo treatment except for a significant self-concept improvement and a decline in self-concept related irrational cognitions. The combined treatment yielded results similar to those of Rational-Emotive Therapy, with tentative indications of continued improvement in irrational cognitions and self-concept from posttest to follow-up.
Consumption and television 
Some studies have looked at the efficacy of subliminal messaging in television. Subliminal messages produce only one-tenth of the effects of detected messages and the findings related the effects of subliminal messaging were relatively ambiguous. Also, participants’ ratings of positive response to commercials are not affected by subliminal messages in the commercials.
Karremans suggests that subliminal messages have an effect when the messages are goal-relevant. Subliminally priming a brand name of a drink (Lipton Ice) made those who were thirsty want the Lipton Ice. However, those who were not thirsty were not influenced by the subliminal messages. Karremans did a study assessing whether subliminal priming of a brand name of a drink would affect a person's choice of drink, and whether this effect is caused by the individual's feelings of being thirsty. In another study, participant's ratings of thirst were higher after viewing an episode of "The Simpsons" that contained single frames of the word "thirsty" or of a picture of a Coca-Cola ® can. Some studies have shown greater effects of subliminal messaging with as high as 80% of participants showing a preference for a particular rum when subliminally primed by the name placed in an ad backward.
Many authors have continued to argue for the effectiveness of subliminal cues in changing consumption behavior, citing environmental cues as a main culprit of behavior change. Authors who support this line of reasoning cite findings such as the research that showed slow-paced music in a supermarket was associated with more sales and customers moving at a slower pace. Findings such as these support the notion that external cues can affect behavior, although the stimulus may not fit into a strict definition of subliminal stimuli because although the music may not be attended to or consciously affecting the customers, they are certainly able to perceive it.
Real-world applications 
Long-term effects of subliminal priming can affect academic performance. Participants were subliminally primed with either words related or unrelated to intelligence 1 to 4 days before actual course midterms. The participants who were primed with words related to intelligence had increased performance on their midterms compared to the participants who received neutral primes. These results suggest that subliminal priming may have long-term effects on behavior, especially academic performance.Parker, K.A. "Effects of Subliminal Symbiotic Stimulation on Academic Performance: Further Evidence on the Adaptation-Enhancing Effects of Oneness Fantasies." Journal of Counseling Psychology (1982): 60 college students on a summer law course for 6 weeks received subliminal messages before 3 of their 5 lectures per week, as also before and after a brief minute counseling session. The subjects exposed to subliminal messaging achieved significantly higher grades than the others, which were consistent with other earlier studies.
Helps to Quit Smoking 
Palmatier, J.R., and Bornstein, P.H. "Effects of Subliminal Stimulation of Symbiotic Merging Fantasies on Behavioral Treatment of Smokers." The Journal of Nervous and Mental Disease (1980): Thirty-four people underwent a 3-week, group-oriented smoking cessation therapy package. Results showed that the subliminal messages affected post-treatment smoking behavior of the group. i.e. the people who received subliminal messages after their regular therapy had a lower rate of relapse into smoking again. A follow up study by Palmatier and Bornstein found that "subliminal messaging noticeably improved the progress of subjects attempting to quit smoking", when compared to the group not exposed to subliminal messages. Dr. Lloyd H. Silverman, a psychologist at New York University, did a study on 40 groups of subjects in which he incorporated a subliminal message into the treatment of half the group of smokers trying to quit. One month after the study 66% percent group exposed to subliminal messages were still non-smokers, compared to 13% of the control group.
Boost Learning Capacity 
Cook, H., Ph.D. "Effects of Subliminal Symbiotic Gratification and the Magic of Believing on Achievement." Psychoanalytic Psychology (1985): University students were split into groups and exposed to either to a subliminal message, or a control message immediately after class over a period of 12 sessions of 4 millisecond duration messages. Students who had received the subliminal messages ended up performing better in their end of year exams than students who received the control message. The researchers concluded that subliminally stimulating students to feel better about themselves enabled them to learn more efficiently.
Positive effects on memory 
Chakalis E, Lowe G. from Department of Psychology, University of Hull, UK. did a study to assess the effect of subliminally embedded auditory material on short-term recall, where 60 volunteer subjects undertook a face-name-occupation memory test before and after a 15-min. intervention. They were randomly assigned into three groups (a control group and two experimental groups) and allocated to one of the following conditions: (1) no sound, (2) supraliminal presentation of relaxing music, and (3) subliminal presentation of memory-improvement affirmations embedded in relaxing music. After intervention, only the subliminal group significantly improved their performance on recall of names." Borgeat et al. (1989) could show that long term effects of subliminal stimuli can still be observed on a physiological level 15 minutes after subliminal presentation.
- Loftus, Elizabeth F.; Klinger, Mark R. (June 1992). "Is the unconscious smart or dumb?". American Psychologist 47 (6): 761–765. doi:10.1037/0003-066X.47.6.761. PMID 1616173.
- Brooks, S.J.; Savov V, Allzén E, Benedict C, Fredriksson R, and Schiöth HB. (February 2012). "Exposure to subliminal arousing stimuli induces robust activation in the amygdala, hippocampus, anterior cingulate, insular cortex and primary visual cortex: a systematic meta-analysis of fMRI studies.". NeuroImage 59 (3): 2962–2973. doi:10.1016/j.neuroimage.2011.09.077. PMID 22001789.
- Kaser, V.A. "The Effects of an Auditory Subliminal Perception Message Upon the Production of Images and Dreams". Journal of Nervous and Mental Disease (1986).
- Krosnick, J. A.; Betz, A. L.; Jussim, L. J.; Lynn, A. R. (1992). "Subliminal Conditioning of Attitudes". Personality and Social Psychology Bulletin 18 (2): 152. doi:10.1177/0146167292182006.
- Bar, M.; Biederman, I. (1998). "Sublimal Visual Priming". Psychological Science 9 (6): 464–469. doi:10.1111/1467-9280.00086.
- Schlaghecken, F.; Eimer, M. (2004). "Subliminal stimuli can bias 'free' choices between response alternatives". Psychonomic Bulletin & Review 11: 463–468.
- Chessman, Jim; Merikle, Philip M. (1984). "Priming with and without awareness". Perception and Psychophysics 36 (4): 387–395.
- Williams, L. M.; Liddell, B. J.; Kemp, A. H.; Bryant, R. A.; Meares, R. A.; Peduto, A. S.; Gordon, E. (2006). "Amygdala–prefrontal dissociation of subliminal and supraliminal fear". Human Brain Mapping 27 (8): 652–661. doi:10.1002/hbm.20208. PMID 16281289.
- Lee, Su Young; Kang, Jee In; Lee, Eun; Namkoong, Kee; An, Suk Kyoon (February 2011). "Differential priming effect for subliminal fear and disgust facial expressions". Attention, Perception, & Psychophysics. 2 73: 473–481. doi:10.3758/s13414-010-0032-3.
- Ibáñez, Agustin; Hurtado, Esteban; Lobos, Alejandro; Escobar, Josefina; Trujillo, Natalia; Baez, Sandra; Huepe, David; Manes, Facundo; Decety, Jean (29). "Subliminal presentation of other faces (but not own face) primes behavioral and evoked cortical processing of empathy for pain". Brain Research 1398: 72–85. doi:10.1016/j.brainres.2011.05.014.
- Yang, Zixu; Tong, Eddie M. W. (2010). "The Effects of Subliminal Anger and Sadness Primes on Agency Appraisals". Emotion 10 (6): 915–922. doi:10.1037/a0020306.
- Baldwin, M.; Lopez, D. F.; Lopez, D. F. (1990). "Priming relationship schemas: My advisor and the pope are watching me from the back of my mind". Journal of Experimental Social Psychology 26 (5): 435. doi:10.1016/0022-1031(90)90068-W.
- Gillath, Omri; Mikulincer, Mario; Birnbaum, Gurit E.; Shaver, Phillip R. (May 2007). "Does subliminal exposure to sexual stimuli have the same effects on men women?". Journal of Sex Research. 2 44: 111–121.
- Mayer, Birgit; Merckelbach, Harald (10). "Do subliminal priming effects on emotion have clinical potential?". Anxiety, Stress, and Coping 12: 217–229.
- Vorberg, D., Mattler, U., Heinecke, A., Schmidt, T., & Schwarzbach, J.: Different time courses for visual perception and action priming. In: Proceedings of the National Academy of Sciences USA, Nr. 100, 2003, p. 6275-6280.
- Taylor, Frank W. R. (March 1953). "The discrimination of subliminal visual stimuli". Canadian Journal of Experimental Psychology. 1 7: 12–20. doi:10.1037/h0083570.
- Kouider, Sid; Dupoux, Emmanuel (2005). "Subliminal Speech Priming". Psychological Science 16 (8): 617–625. doi:10.1111/j.1467-9280.2005.01584.x.
- Comparison of the effects of auditory subliminal stimulation and rational-emotive therapy, separately and combined, on self-concept. Möller AT, Kotzé HF, Sieberhagen KJ. Department of Psychology, University of Stellenbosch, RSA.
- Smith, Kirk H.; Rogers, Martha (1994). "Effectiveness of subliminal messages in television commercials: Two experiments". Journal of Applied Psychology 79 (6): 866–874. doi:10.1037/0021-9010.79.6.866.
- Karremans, J.; Stroebe, W.; Claus, J. (2006). "Beyond Vicary’s fantasies: the impact of subliminal priming and brand choice☆". Journal of Experimental Social Psychology 42 (6): 792–798. doi:10.1016/j.jesp.2005.12.002.
- Cooper, Joel; Cooper, Grant (2002). "Subliminal motivation: A story revisited". Journal of Applied Social Psychology 32 (11): 2213–2227. doi:10.1111/j.1559-1816.2002.tb01860.x.
- Key, W.B. (1973), Subliminal seduction: Ad media's manipulation of a not so innocent America, Englewood Cliffs, NJ: Prentice-Hall, ISBN 0-13-859090-7
- Dijksterhuis, Ap; Smith, Pamela K.; van Baaren, Rick B.; Wigboldus, Daniel H.J. (2005). "The unconscious consumer: Effects of environment on consumer behavior". Journal of Consumer Psychology 15 (3): 193–202. doi:10.1207/s15327663jcp1503_3.
- Milliman, Ronald E. (1982). "Using background music to effect the behavior of supermarket shoppers". Journal of Marketing 46 (3): 86–91. doi:10.2307/1251706.
- Lowery, Brian S.; Eisenberger, Naomi I.; Hardin, Curtis D.; Sinclair, Stacey (2007). "Long-term Effects of Subliminal Priming on Academic Performance". Basic and Applied Social Psychology. 2 29: 151–157.
- Parker, K.A. "Effects of Subliminal Symbiotic Stimulation on Academic Performance: Further Evidence on the Adaptation-Enhancing Effects of Oneness Fantasies." Journal of Counseling Psychology (1982)
- Palmatier, J.R., and Bornstein, P.H. "Effects of Subliminal Stimulation of Symbiotic Merging Fantasies on Behavioral Treatment of Smokers." The Journal of Nervous and Mental Disease (1980).
- (Silverman, L.H "Effects of Subliminal Stimulation of Symbiotic Merging Fantasies on Behavioral Treatment of Smokers." The Journal of Nervous and Mental Disease.)
- Cook, H., Ph.D. "Effects of Subliminal Symbiotic Gratification and the Magic of Believing on Achievement." Psychoanalytic Psychology (1985)
- Chakalis, E. & Lowe, G. (1992). Positive effects of subliminal stimulation of memory. Perceptual & Motor Skills, 74(3, Pt 1), 956-958.
- Borgeat, F. (1989). Psychophysiological responses to subliminal auditory suggestions for activation. Perceptual & Motor Skills, 69(3, Pt 1), 947-953.
Further reading 
- Boese, Alex (2006), Hippo Eats Dwarf: A Field Guide to Hoaxes and Other B.S., Orlando: Harcourt, pp. 193–195, ISBN 0-15-603083-7
- Dixon, Norman F. (1971), Subliminal Perception: The nature of a controversy, New York: McGraw-Hill, ISBN 0-07-094147-5
- Greenwald, A. G. (1992). "New Look 3: Unconscious cognition reclaimed". American Psychologist 47 (6): 766–779. doi:10.1037/0003-066X.47.6.766. PMID 1616174.
- Holender, D. (1986), "Semantic activation without conscious identification in dichotic listening, parafoveal vision, and visual masking: A survey and appraisal", Behavioral and Brain Sciences 9 (1): 1–23
- Merikle, P. M.; Daneman, M. (1998), "Psychological Investigations of Unconscious Perception", Journal of Consciousness Studies 5 (1): 5–18
- United States Senate, Ninety-ninth Congress, First Session on Contents of Music and the Lyrics of Records (September 19, 1985), Record Labeling: Hearing before the Committee on Commerce, Science, and Transportation, Washington, DC: U.S. Government Printing Office
- Watanabe, T.; Náñez, J.; Sasaki, Y. (2001). "Perceptual learning without perception". Nature 413 (6858): 844–848. doi:10.1038/35101601. PMID 11677607.
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