Smarandescu + Shimp LIMITS of subliminal persuasion

Question 1

What is the difference between subliminal perceptions vs subliminal persuasion?

Answer 1

Perception = awareness of stimuli presented at a speed/ visual level that is below the conscious threshold 
Persuasion = necessitates that the subliminally presents stimuli have some effect on individual's attitudes or behaviours

Question 2

What is the theory behind subliminal priming?

Answer 2

1. present single words/ images at a speed that is below conscious threshold
2. Activates people’s knowledge, beliefs + stereotypes or cognitions
3. these activation capable of influencing individual’s attitudes, choices under right conditions
   - esp when primed topic is compatible to current needs + motivations

Question 3

What were the aims of E1, E2 + E3?

Answer 3

E1: replicate Lipton Ice vs alt study by Karremans et al
E2: test effect of the subliminal prime on brand choice from a simulated store shelf resembling the snacks display in the student cafe
E3: same as E2 but choice task was after 15min delay

Question 4

What was the procedure of E1?

Answer 4

1. Powerade vs neutral prime
2. Visual detection task
   - lowercase b’s
3. Critical task
   - purchase frq of Gatorade, Powerade, Coca-cola
   - rated on their thirst-quenching properties
   - rated present level of thirst
   - indicated intentions to drink these brand

Question 5

What were the findings of E1?

Answer 5

1. subliminal priming enhanced intentions to drink a familiar lower market share brand, Powerade, over a more powerful competitor only for thirsty ppt

Question 6

What was the procedure of E2?

Answer 6

1. Taste test of grocery brands
   - high thirst vs low thirst
   - salty crips vs non-salty crips
2. Exposed to same subliminal priming procedure E1
   - letter string
3. rated lvl of thirst
4. Evaluated 4 brands
   - Gatorade, Powerade, Propel + Coca-Cola
   - how familiar they were
   - Thirst-quenching perceptions
5. Choice task given within 5 min of subliminal priming
   - choice as a reward

Question 7

What were the findings of E2?

Answer 7

1. Control prime + thrist = not more likely to select Powerade vs non-thirsty ppt
2. Powerade + thirst = more likely to select Powerade vs thirsty ppt

Question 8

What was the procedure of E3?

Answer 8

1. Same as E2

2. BUT choice task - given after 15 min from when subliminal priming took place

Question 9

What were the results of E3?

Answer 9

Subliminal priming was ineffective in driving consumer choice behaviour when a 15-min delay was introduced between the priming task + choice
- primed of not primed, more likely to choose Powerade + even if they were thirsty or not