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The Federal Communications Commission attempted to replicate Vicary's findings but could not (Subliminal Ad, 1957). Vicary's findings have been discounted by researchers due to the methodological errors and lack of control. This question became the subject of much discussion when James Vicary flashed "Drink Coca-Cola" and "Eat Popcorn" on a movie screen for l/3000 of a second every five seconds and reported a 57.7 percent increase in popcorn sales and an 18.1 percent increase in Coke sales (Bachrach, 1959 Brean, 1957). Whether or not people can be influenced to behave in a particular way without their awareness has been a subject of controversy for decades. While there is clearly not enough evidence to accept hypothesis one, further research is needed before it can be soundly rejected. The results were ambiguous for hypothesis one. The results showed no significant positive effects of the interaction of sexual implants and sexually suggestive copy, thus allowing for the dismissal of hypothesis two. The hypotheses were tested using analysis of variance (ANOVA). The hypotheses were (1) that sexual implants would be associated with more positive attitudes and intentions and (2) that sexual implants would be more likely to favorably affect attitudes and purchase intentions when used in conjunction with sexually suggestive copy. In addition to manipulating the sexual implants within the pictures of advertisements, the copy also varied. In response to the more recent controversy surrounding the use of sexual implants in the pictures of advertisements, an experiment was devised to gain information to address this controversy. In this paper a discussion of the controversies surrounding subliminal perception is presented. SUBLIMINAL IMPLANTS IN ADVERTISEMENTS: AN EXPERIMENT Andrew Mitchell, Ann Abor, MI : Association for Consumer Research, Pages: 418-423.Īdvances in Consumer Research VolPages 418-423 Edell (1982) ,"Subliminal Implants in Advertisements: an Experiment", in NA - Advances in Consumer Research Volume 09, eds. The resulting coefficient had a value r = 0.0585, which places the effectiveness of subliminal advertising on choice between the impact of aspirin on heart attacks and the relationship between alcohol abuse and a tour of duty in Vietnam (Rosenthal, 1990). The results of the meta-analysis indicate that there is very little effect. A review of narrative reviews is provided to illustrate that sample size and effect size is seldom used as the basis for evaluating whether subliminal marketing stimuli are an effective means for influencing consumer choice behavior. The resulting coefficient had a value r = 0.0585, which places the effectiveness of subliminal advertising on choice between the impact of aspirin on heart attacks and the relationship between alcohol abuse and a tour of duty in Vietnam (Rosenthal, 1990).ĪB - A meta-analysis is used to demonstrate the ineffectiveness of subliminal advertising to influence the consumer's decision between alternatives. N2 - A meta-analysis is used to demonstrate the ineffectiveness of subliminal advertising to influence the consumer's decision between alternatives. T1 - A meta-analysis of consumer choice and subliminal advertising
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